First National Bank of Middle Tennessee
we show up.
A 150th-anniversary rebrand built to help a community bank compete with national brands, without changing its name.
Maycreate led discovery, brand strategy, and identity for First National Bank of Middle Tennessee’s rebrand, moving from initial sessions to full public rollout — in about six months.
Larger national banks were moving into First National’s home markets, and the bank wanted to expand into new territory, not just defend its own. Doing that meant looking and feeling like a bank that could compete with much bigger rivals. The bank’s 150th anniversary made the timing impossible to ignore.
Across discovery sessions, the same story surfaced from every employee, teller to president: no matter the ask, this bank showed up. That directly inspired the tagline “We Show Up,” reinforcing the language the bank needed already existed, no invention required.
With the name staying put, we leaned into “First” itself — underlined in the wordmark, with a bold yellow square replacing the dot over the “i,” paired with a modern charcoal-and-yellow palette.
Rollout moved from leadership to staff to the public through a 150-year history campaign anchored by a timeline landing page.
Brand Identity
Copywriting
Advertising
Web Design & Development
Promotional
Mobile App Reskin
Community Banking
Branch staff reported overwhelmingly positive feedback, and an employee reveal event for 120+ staff led to immediate merchandise reorders.
years of service, marked by the rebrand
discovery sessions — board, staff, community
disciplines delivered, brand platform to app
in-person contact — the pillar it all rests on
“We don’t invent brands. We discover who they are.”