Five Star Bank Rebrand: The Point is You

Five Star Bank has been a Western New York fixture for decades—and its brand was starting to show it. The assignment: a full rebrand, from identity to voice to launch campaign, that could make a regional bank feel modern without losing what made it local.

I wrote the line at the center of it all: The Point is You. A fairly radical idea for banking—that the customer, not the bank, is the point—and a platform sturdy enough to carry everything we delivered against it, from out-of-home and branch signage to the copy across the bank's new website.