Launching a brand campaign as a champion of the local.
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.
Made at Colle McVoy for Associated Bank.
Creative Directors: Michele Cherland, Laura Fegley
Associate Creative Director: Taylor Snyder
Copywriter: Danny Walsh