Contact Us
Careers
FAQ
First Federal has been at the heart of Yamhill County for over 100 years, offering personal and business banking services deeply rooted in community values. The construction of their new headquarters in McMinnville presented a unique opportunity to refresh their brand, emphasize their commitment to local communities, and modernize their services for future growth. Watson partnered with First Federal to craft a brand transformation that would honor their legacy while setting the stage for a bold, customer-focused future.
First Federal’s long-standing reputation for exceptional customer service and community involvement had earned them a loyal base of customers, but they faced challenges in attracting younger demographics and competing with larger banks offering advanced digital services. Watson began with a comprehensive discovery process, including primary and secondary research, stakeholder workshops, and customer surveys.
Three primary personas emerged:
These insights informed a brand strategy centered on trust, accessibility, and the human experience.
Watson redefined First Federal’s visual identity, blending contemporary design elements with nods to the bank’s century-long legacy. The updated logo and branding system embodied their mission to balance innovation with tradition. This visual overhaul extended to branch signage, marketing materials, and digital platforms, ensuring consistency across all touchpoints.
Storytelling became a central pillar of the rebrand. Campaigns celebrated First Federal’s role in the community, featuring testimonials from long-standing customers and highlighting the bank’s charitable initiatives. Video and photo content showcased the personal connections that set First Federal apart, from remembering customers’ names to offering warm cookies at every branch.
To appeal to younger audiences, Watson focused on digital transformation. The redesigned website offered streamlined navigation, ADA compliance, and tools for managing finances on the go. Switch kits were introduced to make transitioning to First Federal seamless, removing barriers for new customers. These efforts were complemented by targeted social media campaigns and geotargeted advertising, driving awareness and engagement across Yamhill County and beyond.
Watson’s strategic rebrand yielded impressive results for First Federal:
Community events tied to the rebranding effort saw record participation, further solidifying First Federal’s role as a trusted partner in Yamhill County.
“First Federal’s legacy is unmatched, and this project was about honoring that history while equipping them for the next century of growth. It’s been an honor to help them redefine what community banking means.”
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.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
