DENNIS HUNTER

Rebranding a $26 Billion Financial Institution

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I provided creative direction, brand strategy, messaging & brand guidelines, and extensive copywriting to help reinvent Florida's second-largest financial institution.

 

After 75 years of growth and numerous acquisitions, CNB had six disparate brands that weren't well aligned. And its visual identity and design systems were outdated and didn't represent the bold, dynamic, growth-oriented organization that CNB had become.

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Moreover, the bank lacked a clear brand purpose and positioning statement that the whole organization could get behind.

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With a new brand strategy in place, I led an exhaustive tagline creation process, distilling the bank's new brand definition into its purest, most succinct form. The tagline I created, Say Yes to Possibility, captures CNB's optimistic, can-do spirit and the bank's role as a trusted financial partner fueling the growth, success and dreams of clients.

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I oversaw creation of the bank's new visual identity, leaning into the curved shapes and bright colors of the hourglass logo to create a striking new design system. In tandem, I developed comprehensive Tone of Voice guidelines to help CNB's internal and external marketing partners consistently articulate the bank's new brand voice in copy.

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I also developed a comprehensive brand launch campaign including print, outdoor, digital, social, and TV components. The TV spot I wrote combines live action footage and animation, with a voiceover that brings City National Bank's new brand promise to life in a fresh and captivating way. 

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I presented the team's work to the bank's board of directors and C-suite executives, instilling confidence and selling our creative ideas to high-level stakeholders and decisionmakers.