The top executives of Empire State Bank, headquartered in Newburgh, NY with branches in New York City and the Hudson Valley, wanted to more effectively reflect the bank’s brand strategy, and the company’s expanding operations with the opening of a new branch in Bay Ridge, Brooklyn.
Raleigh Green Inc. was retained to review the company’s brand strengths and management’s core objectives, and arrive at a way to more engagingly present its brand without completely abandoning it’s core look and visual equities.
Following research and management interviews, a modified logo was created. The new logo has a warmer, more personalized feel, and revised typography that emphasizes ‘Empire’ in the name. A new tagline was also created that speaks directly to bank’s unique strengths in personalized service for business clients – ‘We Take Your Business Personally’.
This revised brand more successfully communicates the business’ focus on relationships in banking services, projects a more approachable image, and creates stronger visual reach and impact in all forms of marketing and communication materials. The new logo is accompanied by a full stationary system and forthcoming website redesign.