Greenfield Savings Bank
Integrated Marketing
SCOPE OF WORK
- Branding
- Advertising
- - Signage
- Print & digital campaigns
- Direct marketing mailers
- Branded collateral
- Social media assets
ROLE
- Graphic design
- Illustration
- Messaging & content
DATE
- 2014–2015
Having joined Gravity Switch well after it had begun working with Greenfield Savings Bank (GSB), my job was to continue to reinforce and build upon the design, branding, and messaging work that had already been done. I worked closely with my Creative and Strategy Lead, Rachael Frank, along with GSB's Marketing and Community Relations Officer, Melanie Reneris, to achieve its core goals of:
1. Expanding community engagement
2. Attracting a younger customer base
3. Bringing in additional money to the bank
What resulted were distinctive, engaging multichannel marketing campaigns, internal and external communication materials, event-related advertising, signage, branded collateral (snazzy debit cards, anyone?), and a new mascot that utilized both illustration and photography of real people—GSB's employees and their families.
For every outreach idea, we created multi-channel elements that helped reinforce whatever the specific message was while also continuing to tell our core GSB brand story: local, community-oriented, and friendly. Our typical package of deliverables for each set included print for local papers, in-branch signage, social media assets (primarily FB), website copy and/or a graphic, and a radio ad.
Super Bankers
SCOPE OF WORK
- Newspaper ads
- Social media assets
- Direct marketing mailer
- Flyers
- Counter cards
Traditionally, team members at the bank occupy specific, skilled roles. To streamline the banking experience and create deeper connections with bank customers, GSB created a role called Super Banker—these elite folks are cross-trained and able to help customers with multiple types of banking activities, allowing GSB customers to enjoy the experience and convenience of having a personal banker.
To promote this new service offering, Rachael and I developed a visual language that was inspired by vintage comic books and pop-art, resulting in a fun, dynamic range of marketing materials. For the designs to be fully realized and resonate, we partnered with Kimberly Hatch Photography to take a series of photos of the first team of Super Bankers inspired by superhero movie posters. With the photos taken, we were ready to let the suited crusaders fly!
Super Bankers, newspaper ad
Greenfield Savings Bank
Super Bankers, flyers
Greenfield Savings Bank
Super Bankers, newspaper ad
Greenfield Savings Bank
Super Bankers, Facebook graphics
Greenfield Savings Bank
Creating a Mascot
SCOPE OF WORK
- Print & digital ads
- Direct marketing mailers
- Branded collateral
- Social media assets
- Signage
GSB needed something that embodied their brand emotions (fun, happy, “unbankish,” and trustworthy) and had an obvious connection to the industry, such as money and security. The piggy bank seemed like an obvious choice. I took a simple, illustrated icon and transformed it into a relatable character, brimming with personality.
Can a piggy bank be a hot air balloon? Absolutely. Can he wear a hat? Definitely! He can even wear more than one style of hat. This new character made appearances on a wide range of print and digital media, from event-related materials to informational inserts and brochures. Otherwise boring or dense subject matter was now not only more approachable but also reinforced GSB's distinctive brand identity.
Green River Festival ad
Greenfield Savings Bank
Facebook graphics for print ads
Greenfield Savings Bank
Flyers, counter cards, and security sign`
Greenfield Savings Bank
Comment card mailer
Greenfield Savings Bank
Entryway security signage
Greenfield Savings Bank
Informational mailing insert about EMV chip cards
Greenfield Savings Bank
Branded Marketing Materials
SCOPE OF WORK
- Print & digital ads
- Brochures
- Flyers
- Counter cards
In addition to the Super Bankers campaign and the integration of the piggy bank character into the GSB brand, we also produced informational brochures, counter cards, flyers, and debit cards that utilized other core GSB branding elements.
Veteran homebuyers ad
Greenfield Savings Bank
Custome personal debit card designs
Greenfield Savings Bank
Brochure on 401K plans
Greenfield Savings Bank
2015 merger ad produced when other local banks were being merged with larger banks (top left); 2015 CD counter card (top right); Infinex Life Planning Guide ad (bottom right)
Greenfield Savings Bank