Client: Kennebunk Savings
What we did: Message strategy, creative concept, digital advertising, signage, radio
A brand that stands out by helping more
Kennebunk Savings, a regional bank serving communities in Maine and New Hampshire, knew it needed to do more to stand out among its many local competitors, not to mention its national ones. Seeking a brand campaign that would deliver, the team came to us.
A competitive review revealed that the bank’s messaging echoed that of many other regional banks, focusing on giving back to the community. While this may resonate with some, it does little to counter the perception that community banks aren’t as technologically sophisticated as national banks. On this front, Kennebunk Savings had an advantage: a major technology upgrade currently underway.
We knew more technology would be a key part of their new messaging, but we also dug deep into the bank’s unique ethos—its firm belief in doing the right thing and helping one another. All of this informed our strategic messaging—Kennebunk Savings is the community bank that offers more by helping more—which we translated into the bank’s new tagline and creative platform: Helping happens here.
To showcase the many ways that Kennebunk Savings does more to help, we created a new brand campaign that features customer stories. We also developed a new look and feel for the bank, pulling elements from its established logo and adding warmer colors to its palette, while infusing the brand’s tone with more personality and friendliness. We extended these new brand elements across a range of media, from digital banner ads and in-branch signage to Zamboni wraps and radio spots.
The internal team was excited by a campaign that reflects what’s truly unique and special about their organization. By offering more customer service, more community reinvestment, and now more technology, Kennebunk Savings is the bank where helping happens, for every single customer, every single day.
180
New Relationships
400
New business accounts
