Legacy Bank was a startup formed to increase the diversity levels in the financial sector. This was intended to be achieved through the diverse backgrounds of the founders and employees. The bank was to be headquartered in Charlotte NC. The goal was to build a brand that would allow the bank’s executives raise the almost $30 million in capital needed for business.
During the ideation phase, we avoided traditional assumptions about what a bank’s brand identity should look like. I deliberately side stepped generic ideas like the incorporation of an oak tree, or a muted color palette in order to depict the values of resilience and a community grassroots approach. I decided instead to show these values using more abstracted forms.
The brand identity design was submitted. After approval, the brand guidelines provided direction for implementation within most of the departments and areas of need for the bank, including (but not limited to) building signage design, corporate identity collateral and all advertising placement and invitations for investor events.