BANKS
EXPERIENCE: Astoria Bank. Central Trust. Cornerstone Federal Credit Union. First Long Island Investors. Marine Bank. SunTrust Bank. U.S. Bank (as First Wisconsin).
CREATIVE PRODUCED: Business banking services. Personal banking including checking accounts. credit and debit cards, personal loans (auto; home improvement) and savings accounts. Physician loans. Wealth management services (over $5 million).
BUSINESS BANKING
This branding campaign introduced the first-ever suite of business banking services for New York City's oldest bank (1888). In America's most competitive financial marketplace, a strong name, BUSINESS GPS, shaped the brand's new identity in the five boroughs and Long Island. Based on research, the most desirable and profitable benefit became the new tagline: "Drive Your Cash Flow to a Better Place."
Landing page features product name and key benefits.
Teaser TV without bank identity drove business owners to a website.
WEALTH MANAGEMENT
First Long Island Investors is a wealth management firm with a solid track record and an impeccable reputation. They also compete with global firms in nearby Manhattan. Strategy focused on home field advantage. First Long Island is close to the homes of many customers. Convenient location was featured as a launch point for core benefits, supported by a new tagline: "One Place Like Home."
CONSUMER BANKING
Founded in 1888, Astoria Bank is the oldest bank in New York City and Long Island. Strategy called for the bank to feature its deep New York roots as the reason why it uniquely understands the needs of New Yorkers. The tagline, "As New York As You Are," connects the bank with customers in the five boroughs and beyond like no other institution,
Man on the street radio commercial.
Window poster at a branch in Brooklyn.
Branding featured the diversity of New Yorkers.