American State Bank

American State Bank was a 100-year-old, full-service network of community banks located in eastern Texas. As a long-standing pillar brand in the local community, they wanted to reinforce this standing, and the generational support and care they offered their customers.

The bank was operating as a legacy brand that had not been updated in decades. The bank’s leadership wanted to engage with their community in a new and more emotionally compelling way. Their website was unresponsive on smart devices and needed a major technology, content and brand design facelift. After an extensive discovery and research exercise, we found that the fact that the bank had been an important pillar of the community for over a century and loyal partner to generations of businesses and families was one of the key messages necessary to convey, as well as their new technology, services and products.

We began by building a strategic plan that encompassed the updating of bank’s brand guidelines, a new digital marketing campaign, more contemporary design and content for a responsive website and the production of a creative broadcast media campaign for radio and television to help deliver new online customers to open new accounts. We worked extensively with their compliance department through the process, especially in regard to the intricacies of the institution’s website content and technical functions.

The bank’s leadership was overjoyed to experience that as early as within the first three weeks of campaign launch, they experienced a 35% increase in website activity. American State Bank, during a time when other banks were closing their doors, were thrilled to have enough demand to be able to open three new branches.