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First State Bank has been an integral part of Indiana’s heritage, serving communities with deep ties to Quaker traditions, the RV manufacturing industry, and the iconic Notre Dame. This unique blend of cultural influences positioned First State Bank as more than just a financial institution—it’s a cornerstone of Indiana’s identity. Watson partnered with First State Bank to reimagine their brand, celebrating their rich history while positioning them as the go-to financial partner for future generations.
The challenge was clear: how to honor First State Bank’s unique cultural roots while modernizing their brand to appeal to a broader audience. Watson began by conducting extensive primary and secondary research, uncovering insights into the bank’s role in various communities—from the horse-and-buggy traditions of the Amish to the fast-paced growth of the RV industry and the spirited pride of Notre Dame.
Workshops with stakeholders and surveys of customers highlighted three key personas:
These insights informed every aspect of the rebrand, ensuring the new identity resonated with all audience segments.
Watson crafted a bold new brand identity for First State Bank, reflecting the bank’s multifaceted role in Indiana. The logo and design system incorporated elements of local culture, from minimalist horse-and-buggy motifs to clean, modern lines symbolizing progress and innovation.
Storytelling was at the heart of the rebrand. Campaigns highlighted real stories from customers, such as RV entrepreneurs and Notre Dame alumni, showcasing the bank’s impact on their lives. Video and photo content brought these narratives to life, emphasizing the bank’s commitment to supporting Indiana’s diverse communities.
In-branch experiences were enhanced with cultural touches, such as dedicated spaces for Amish customers and events celebrating local industries and traditions. Wayfinding and signage reflected the updated brand, ensuring a cohesive customer experience at every touchpoint.
Digital transformation was a key focus of the rebrand. Watson designed a new website optimized for mobile use, ADA compliance, and seamless navigation. The site featured resources tailored to each persona, from financial planning tools for business owners to loan calculators for students and families.
Social media campaigns, geotargeted ads, and localized content boosted engagement across Indiana, driving awareness of the refreshed brand. Educational resources and personalized tools further enhanced the bank’s reputation as a trusted financial partner.
“Rebranding First State Bank was an opportunity to celebrate Indiana’s cultural heritage while preparing the bank for its next chapter. The result is a brand that bridges tradition and innovation, creating meaningful connections with the communities it serves.”
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.
