Associated Bank Brand Campaign

Launching a brand campaign for a champion of the local.

Agency: Colle McVoy
Client: Associated Bank
Format: Campaign (Concept)

Associated Bank was undergoing a strategic repositioning to highlight how customers' money benefits their own communities, and they needed a revamped visual system to match.

My solution used a flexible and expressive system of vernacular and docu-style elements to evoke a sense of place without being patronizing or pretentious. Their color palette was expanded with an expressive and unique yellow and a more grounded off-white. Photography utilizes candid yet stylized snapshots. Typography feels familiar yet expressive.

Credits
Creative Directors: Michele Cherland, Laura Fegley
Associate Creative Director: Taylor Snyder
Designer: Hans Slade
Copywriter: Danny Walsh
Typeface: Sharp Grotesk by Sharp Type