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Bank of Eastern Oregon, established in 1945, has always been more than a financial institution. It’s a community pillar, serving rural Eastern Oregon with personalized banking solutions and a strong focus on agriculture. As an independent, state-chartered community bank, their core values of tradition, trust, and customer care are central to their mission. To better meet the evolving needs of their community, they partnered with Watson to reimagine their brand and customer engagement strategies.
The primary challenge was balancing the bank’s legacy with the need for modern branding. Rural customers prized stability and tradition, while younger demographics demanded convenience and digital solutions. Watson began by conducting deep research to define core customer personas: local farmers, small business owners, and community members. These insights revealed a need for clear messaging around trust, local decision-making, and modernized accessibility.
Workshops and interviews with stakeholders helped uncover the bank’s unique strengths, such as its independence and community-driven ethos. These became the cornerstone of the rebranding process, ensuring every element resonated with both existing customers and new audiences.
Watson’s approach started with a refreshed visual identity. The redesigned logo incorporated elements reflecting the bank’s agricultural roots, paired with modern typography to signal growth and innovation. This visual update extended to in-branch signage, marketing materials, and digital platforms, creating a cohesive brand experience across touchpoints.
Digital transformation was central to the strategy. The new website prioritized ADA compliance and mobile-first design, ensuring accessibility for all customers while streamlining user navigation. Educational resources and self-service tools empowered customers to manage their finances independently, a feature particularly appreciated by younger users.
Integrated marketing campaigns amplified the new brand, using video and photography to tell authentic stories of local farmers, families, and businesses. These narratives reinforced the bank’s deep ties to the community while appealing to prospective customers seeking a trusted financial partner.
The results of the rebranding were striking. Digital engagement increased by 30%, driven by a more intuitive website and targeted campaigns. The number of agricultural loan applications rose significantly, reflecting renewed confidence among key audiences. Customer feedback highlighted the seamless blend of tradition and innovation, with younger demographics praising the enhanced digital experience.
Community events tied to the rebranding effort saw increased participation, underscoring the bank’s strengthened role as a local leader. The comprehensive rebrand successfully positioned Bank of Eastern Oregon for sustained growth while staying true to its mission of serving rural communities.
“Rebranding Bank of Eastern Oregon was about honoring their legacy while positioning them for the future. This project exemplifies the power of blending tradition with innovation to create lasting community impact.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
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