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Community First Bank, a longstanding name in Washington’s banking landscape, embarked on a transformative journey as it merged with HFG Financial and expanded into Oregon and Idaho. To support this ambitious growth, the bank partnered with Watson to refresh its brand, create customer-friendly tools, and launch campaigns that would establish trust and awareness in new markets.
As Community First Bank prepared to expand, it faced the challenge of unifying its brand while appealing to new audiences in Oregon and Idaho. Watson began by conducting a comprehensive audit of the bank’s existing branding and communication strategies. This deep dive highlighted opportunities to refine the visual and verbal identity to better align with the bank’s commitment to personalized service and community connections.
The rebranding process included updated logos, cohesive design systems, and wayfinding solutions for new branches. These changes were complemented by a storytelling approach that celebrated the bank’s regional heritage and its dedication to serving customers across three states.
To make the expansion seamless for customers, Watson developed targeted awareness campaigns that introduced Community First Bank to new markets. Through photo and video storytelling, the campaigns highlighted real customers and their positive experiences, building credibility and trust.
A cornerstone of the strategy was the creation of switch kits—customized tools designed to simplify the process of transitioning to Community First Bank. These kits, paired with digital marketing efforts, streamlined customer onboarding and reinforced the bank’s commitment to exceptional service.
The campaigns extended to digital platforms, where Watson launched tailored marketing strategies, including geotargeted social media ads and email campaigns. A redesigned website, optimized for accessibility and user experience, served as a central hub for both existing and prospective customers.
Watson’s comprehensive approach delivered measurable success. Community First Bank saw a 28% increase in new customer acquisition during the first six months of the expansion, with switch kits playing a pivotal role in onboarding. Awareness campaigns drove a 35% boost in digital engagement, while branch visits in new locations exceeded projections.
Feedback from new markets reflected strong brand resonance, with customers praising the bank’s personal touch and the ease of switching their accounts. Internal stakeholders lauded the wayfinding solutions and digital tools for simplifying operations and enhancing customer satisfaction.
“Working with Community First Bank on their expansion was an exciting opportunity to blend strategic branding with customer-first solutions. Their commitment to community inspired every element of the project.”
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