Fresh off the heels of a rebrand, United Community was looking to show up in a fresh new way to a market that had very low awareness of them. We leveraged the fact that the bank is very people-driven (proven by 10 JD Power awards for Customer Service and Trust) and paired that with a clear financial-focused message. They were a bit apprehensive about their new name losing the word “bank,” so we went big and bold in the headlines to communicate that message. Additionally, we doubled down on their use of brand color in photography to make their existing assets more unique and ownable.