Community National Bank
Work for this client includes:
Overview
The bank’s history and mission began almost 60 years ago. The events that took place during this time laid the foundation for what eventually would become today’s Community National Bank.
On April 12, 1963, a group of prominent local businessmen in Rossville, Georgia applied for and received their charter to establish a financial institution named Rossville Bank. One year later, another group of successful businessmen in Spring City, Tennessee submitted an application and received their national bank charter. On November of that year, they opened First National County Bank.
Both of the financial institutions experienced strong growth. In 1977, First National became First National Bank of Rhea County to serve all of its customers. In 1982, its Chairman acquired Rossville Bank, an event that created a lasting bond between the two banks that became even stronger in the coming years.
Several years later, bank management had decided to build an office in Hamilton County. This meant they would be competing with Chattanooga’s large regional and national banks. They knew they needed a name change to make them more competitive. A number of names were generated by the staff and Community National Bank was chosen to support the bank’s strong community-oriented commitment.
The bank came to us in early 2018. It was time to refresh their brand. Management wanted a stronger presence in larger markets. They also wanted to become more contemporary, offer additional services, and enhance their online visibility, as well as the bank’s technological capabilities. That said, they didn’t want to walk away from their strong community image. It was a point of differentiation in a crowded and competitive banking market. We went to work.
Brand
Once we received approval from CNB’s senior team, we began to build a brand identity for the bank. We wanted to give the brand a new personality, one that was not only friendly, but had a sense of humor, making it fun and approachable. We put together a new color palette. Found specific typefaces that supported this new personality.
We also gave their current website a new look. Made the copy/content more casual and conversational. We looked for photos of happy customers. People who enjoyed being part of this banking community and invited those first-time visitors to their website to do the same. We concepted and produced new outdoor, digital, and print ads that carried this new look and feel to the community. The reaction and the bank’s growth speak for themselves. Community National Bank had a very good year.
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