Squires & Co

Clear Fork Bank

Developing a heritage-focused rebrand for the second oldest community bank in Texas.

SERVICES

Naming  /  Brand Messaging  /  Marketing Strategy  /  Brand Identity  /  Collateral  /  Social Presence  /  Photography  /  Video Production  /  Media Campaign  /  Website Design  /  Website Development  /  Advertising

Approach

When First National Bank Albany/Breckenridge had outgrown its namesake locations, Squires&Co partnered to conduct research with all stakeholders, branch locations, and team members to identify the Bank’s differentiators and value proposition. Brand messaging was crafted for a new mission, vision, purpose, values and boilerplate. New naming options were proposed that focused on the heritage of the Bank, and the positive impact it has made on its customers since 1883. Clear Fork Bank reflects the longest tributary of the mighty Brazos River and the wellspring of the Bank’s communities, as well as the possibilities it presents its customers.
Clear Fork Bank Brand Anthem Video (2:00)

The anthem video was a way to reconnect the Bank’s audience to the new brand by showing that the Bank’s engrained values have not changed. The anthem was shot on-location and scripted and art directed by Squires&Co. It was edited down to shorter segments for broadcast and streaming commercials and social use.

To portray the Bank in the most authentic way possible, we worked with a production team to create a library of images showcasing real Bank employees and customers in their Bank settings and communities. The imagery works to paint a narrative of community values and customer service.

The new website portrays the community-focused, customer-centric approach that has made the Bank a pillar of its communities for generations.

Employees received a brand book which created context around the new brand’s mission, vision, purpose and values while also giving the team a look at the new brand aesthetic and initiating an internal dialogue about the brand launch ahead of the public unveiling.

Squires&Co has developed multiple campaigns for Clear Fork Bank, including broadcast and streaming commercials, radio ads, magazine ads, newspaper ads, and outdoor billboards.

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