Archive for the ‘Highlight’ Category

MA Bank Rebrand

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Macon-Atlanta State Bank is Now MA Bank

After a 127-year history and recent changes in products and services, Macon-Atlanta State Bank realized it was time to reposition itself as a modern community bank. The brand would need to attract new customers while reassuring existing customers that this is still their bank — still their banking team. Revisiting a recommendation we proposed a few years ago, it was decided to change the name to MA Bank and create a new brand identity.

Project Highlights

Brand strategy

Identity design

Marketing strategy

Content strategy

Business collateral

Web & digital strategy

Video

Moving a Legacy Forward without Losing Its History

Inspired by their agricultural roots and symbolizing bounty, the mark illustrates a wheat stock in a classic gold tone. Rendered in bold, geometric lines, this logo also symbolizes the stability of the bank and its role as a pillar of the community. The shorter MA Bank name was inspired by vernacular in the community and offers a more authentic presentation of this friendly brand.

Communicating Changes to Their Neighbors

Breaking ground on a new branch in neighboring Monroe City, Mo. expedited the need for this new brand position and a rollout strategy. Magnetize developed a campaign that clearly communicated the changes to the region in a reassuring and informative tone.

NewGround Strategic Communications

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Built for Banking

Originally the Bank Building Corporation, NewGround has evolved to become a design-build leader in the banking industry. Along the way, the industry has undergone drastic changes that have made a big impact on architectural trends and retail banking experiences. For nearly a decade, NewGround relied on our team to help craft their B2B communications with sophistication and brand savvy. Working directly with NewGround senior leadership, we helped shape narratives and design compelling digital, experiential and print marketing communications. Our work helped to ensure their team was engaged at the earliest and highest levels with banks seeking new ways to meet the needs of modern banking customers.

Project Highlights

Brand strategy

web & digital strategy

messaging strategy

strategic communications

advertising

Adapting to the Market

As with every facet of the banking industry, NewGround constantly evolved their focus to ensure they were meeting the needs of their customers and partners. This required our team to pivot on a variety of communications and messages to ensure their teams had what they needed to make powerful connections.

Macon-Atlanta Bank Checking Accounts

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For Any Point in Your Life

As Macon-Atlanta State Bank continues to evolve its product offerings, they look to Magnetize to develop product designs that align with their brand. Their new line of checking products was all about deposit accounts that meet customers wherever they are in life. Inspired by the bank’s “Drop Pin” brand icon, our team created a line of product names that are not only closely tied to the bank’s brand, but reflect a key aspect of each product.

Project Highlights

Brand strategy

messaging strategy

advertising

graphic design

Rolling it Out

Our creative work went beyond product naming, developing a wide range of consumer-facing communications, published across channels that included in-branch signage, and traditional and digital advertising. The result is a product line designed around brand cohesiveness and purpose that shows the proof of this bank’s promise in its products.

Macon-Atlanta Bank Brand Strategy

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Making 1893 Fresh Again

Over its 125+ year history, Macon-Atlanta State Bank has cemented its role as a true community bank in northeastern Missouri. As larger national and regional banks began to encroach upon their market, they wisely adapted to the times, offering their customers all of the modern banking conveniences necessary to compete. But they needed a brand makeover that would resonate with new customers — and they requested we do this without changing their legacy logo.

Project Highlights

Brand strategy

messaging strategy

advertising

graphic design

It All Happens Here

The Magnetize team conducted research and a competitive analysis to create a strategic framework for the brand. Our findings revealed an approach to doing business that just simply could not be found anywhere else in the community. It began in the 1890’s when founder Jett Dearing rode on horseback to sell bank stock to area farmers. And that community spirit continues today as the Macon-Atlanta team makes financial recommendations based on how well they know their customers. Our creative team recommended a brand position that celebrated this relationship, which inspired the tagline “It All Happens Here.”

Bringing Community Back to Banking

Soon after the rebrand, Macon-Atlanta State Bank acquired a branch from a regional competitor in the nearby community of Monroe City, MO. The first order of business was to create a “bank branch transition toolkit” for existing employees who would now be working for Macon-Atlanta State Bank. The Magnetize team put its extensive employee communications expertise to use, creating a guide that would help the new team feel like valued employees and trusted brand ambassadors. We also developed a comprehensive suite of branch communications to support the bank as it arrived in this new community.

Missouri Valley Brand Strategy

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A Wealth of Expertise

When Bank of Franklin County created a new wealth management team, they needed their own brand identity. As an Ameriprise provider, this team of financial advisors offers wealth management expertise and services rooted in the friendly and approachable way that Bank of Franklin County does business. For operational reasons and because this team would serve an audience within and beyond the bank’s normal service area, our client requested a brand identity set apart from the main bank.

Project Highlights

brand strategy

advertising

identity design

Franklin Mortgage

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Autonomous, but Aligned

Shortly after we created a new brand position and communications system for the Bank of Franklin County, the marketing team reached out for brand support with a new mortgage services subsidiary they planned to launch in O’Fallon, MO. The bank’s leadership wanted an identity for the mortgage group that would feel somewhat autonomous, but also have subtle connections with the main bank.

Project Highlights

brand strategy

messaging strategy

advertising

web & uX design

business collateral

Fifth Third Bank

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National Reach, Community Focus

Often, marketing communications teams at larger banks are faced with interpreting high-level brand platforms for local needs. Being able to quickly focus the larger brand to meet business and community engagement opportunities can be a daily challenge. When the Fifth Third Bank marketing communications team needed to create advertising to highlight partnerships in the St. Louis medical community, they called on us. We found relevance in the tagline “The Curious Bank,” creating an advertising campaign that positioned Fifth Third’s support of medical research and development.

Project Highlights

campaign strategy

messaging strategy

advertising

graphic design

Making Connections

To create a genuine narrative and connection between Fifth Third and the medical community, we shaped unique stories of healing and research, reflecting the bank’s commitment to always finding ways to solve problems for the communities it serves. By leveraging our fresh perspective, we were able to develop simple, clear communications for their marketing team.

Bank of Franklin County Marketing

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Cohesive Campaigns

A strong brand narrative should rely on its collective communications, built on a cohesive platform that leaves room for targeted visuals and narrative when needed. From promotional campaigns to advertising efforts, we’ve worked closely with Bank of Franklin County to deliver engaging materials that serve up their brand promise across multiple channels throughout the community.

Project Highlights

campaign strategy

messaging strategy

digital marketing

advertising

Cross-channel Branch Expansion

A community bank brand relies on multiple tactics to ensure continued exposure to their target audiences. As Bank of Franklin County continues to adapt and expand its physical presence, we in turn re-align our strategic recommendations to include a variety of traditional and digital channels to maximize exposure to their markets.

Bank of Franklin County Communications

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Go for the Gold

Magnetize continues to provide specific event and initiative support for the bank, crafting custom messaging and concepts that work as an extension of their friendly brand promise. This Olympic-themed employee promo helped reinforce the bank’s mission for the staff — a fun reminder of why their customers choose their bank over others.

Project Highlights

Campaign strategy

Messaging strategy

illustration

Bank of Franklin County Brand

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A Brand New Bank

Founded in 2000, Bank of Franklin County sought a new brand position that highlighted its friendly values, modern conveniences and ongoing commitment to the community. Our team began the project by conducting research and brand analysis. Based on our findings, we crafted “Nice to Know,” an approachable and confident tagline that reflects the culture of this community bank.

Project Highlights

Brand strategy

web & digital strategy

content strategy

advertising

event marketing

illustration

video

Sharing a Story

Expanding on the friendliness and warmth of the tagline, our design team created a new brand look that uses inviting fonts and colors alongside interesting patterns. The mix of traditional and contemporary cues results in a comfortable brand experience anchored by modern banking amenities. Beautiful original photography and thoughtfully crafted collateral tell the story of the authentic relationships the bank staff have with their customers, while whimsical animation in TV and social video assets captures their friendliness and easy way of doing business.

To Be Frank

True community banking is all about relationships, so we created “Frank,” the Bank of Franklin County mascot. This friendly young face beneath the “F” styled hair is the brand avatar that personifies the “Nice to Know” promise in retail merchandising and digital communications. Our creative team continues to develop Frank’s character to support the bank’s deepening engagement in the communities they serve.

“Magnetize has been instrumental in the creation of a full design and brand identity project for our bank. The quality of work and, most importantly, the personal attention and customer service we receive makes this a true partnership.”
Lesley L., Marketing Director

Friendly & Approachable

In Franklin County, Missouri, banking is done differently. Tellers remember your name. Bankers are your neighbors. To embrace that philosophy, we chose a warm and inviting color palette for the brand, one that reflected the warm and friendly environment Bank of Franklin County offers its customers.

Byrne & Jones Construction

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Supporting an ever-expanding brand

What started as a driveway sealing company in 1976, Byrne & Jones Construction has grown into one of the largest civil construction firms in the Midwest, with service lines that include asphalt, microsurfacing, sports surfaces and soil stabilization Magnetize has a long-standing relationship with this legacy brand, supporting its continued expansion into several national markets with a variety of marketing and sales collateral.

Project Highlights

Graphic design
Business collateral
Marketing materials
Event marketing

Promoting a culture of safety

The team at Byrne & Jones wanted to increase company-wide understanding of the importance of maintaining a high standard of safety. We worked to create communications that connected office and field employees through tactics that included hard hat stickers, recognized achievements and training, pocket cards encouraging participation in daily wellness exercises, and safety observation cards that allowed their team to easily report and identify potential hazards.

The Michelson Organization

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Fresh investment perspective

The Michelson Organization is an almost 100 year old company specializing in development and management of high-quality multifamily residential properties. When they needed a fresh approach to reaching potential investors, they asked Magnetize to invigorate their existing fund development message and materials. Using their investment philosophy as a guide, we developed a position and messaging platform, integrating this fresh brand approach across multiple channels, which included investment presentations and tear sheets.

Project Highlights

Brand strategy
Messaging strategy
Information graphics
Presentation
Business collateral

St. Andrew’s Charitable Foundation PPE Campaign

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Funding an immediate need

St. Andrew’s Foundation, part of St. Andrew’s Resources for Seniors, serves economically disadvantaged seniors who struggle to afford necessities such as prescriptions, rent, home repair and medical care. Their caregivers work with more than 1,500 residents in St. Andrew’s communities and private homes every day. The demand for Personal Protective Equipment (PPE) during the COVID-19 crisis made these critical supplies hard to find and more costly than budgeted.

Project Highlights

Campaign & marketing strategy

messaging strategy

digital strategy

copywriting

design

An aggressive goal

The St. Andrew’s Development Director reached out to our team on March 26, with an urgent need to raise $10,000 as quickly as possible, in order to get their team critical protective medical gear. By April 2nd, our team had developed and implemented a multi-channel micro campaign that included persona research, audience segmentation, content creation and communications design.

The fundraising messaging was tailored to each persona and distributed through successive emails. We also integrated this appeal language into existing channels, which included a website splash page and social media campaign — not only for the Foundation but also St. Andrew’s Senior Living communities. We also worked closely with the client to quickly stand up a giving page that tracked incoming donations against their goal.

Exceeding expectations

The first appeal email was distributed on April 2, 2020. Less than two weeks later, the foundation had exceeded their goal by more than $1,000. Email open rates also exceeded expectations:
Audience 1 Open rate: 59.7% Click rate: 6.9%
Audience 2 Open rate: 71.4% Click rate: 25%
Audience 3 Open rate: 56.8% Click rate: 14.8%
Audience 4 Open rate: 23.8% Click rate: 2.1%

Open rates for follow up emails also had high engagement, with a 65% open rate and an impressive 15% CTR. With the success of this campaign, caregivers were able to remain protected, allowing seniors in their care to continue getting the attention they needed — all while flattening the curve.

“OrgStory and Magnetize were able to act quickly to help us meet this urgent fundraising need, and in just over a week, we exceeded our goal. They were great to work with and we can’t thank their team enough!”

Linda Sanders, Chief Development Officer