First National Bank
Evolving a Trusted Brand Amid Global Change
Services
Team
For over 10 years, we’ve helped First National Bank bring its Community First mission to life. The bank is known for its optimism, pride, and commitment to helping the community turn dreams into reality. But in the wake of a global pandemic and the economic uncertainty that followed, the landscape had shifted. The brand’s hopeful tone was challenged by questions of how to stay relevant, reenergize employees, and inspire customers. That’s when they turned to us.
Listening Before We Lead
Before making any changes, we set out to gain a clear understanding of how the bank was currently perceived in the market. We began with six employee focus groups, a statewide survey, and a comprehensive competitor audit. The research revealed strong brand awareness and valuable insights into how the competition was gaining ground. What became clear was that First National had a story no one else could tell—but the way it was being told needed to evolve. They didn’t need to change their positioning, they simply needed to lean more deeply into the values they already stood for.
From Insights to Impact
With insights in hand, we got to work. Through multiple rounds of collaboration and creative exploration, we arrived at a strategic evolution:
Dream First. Dig In Together.
This evolved messaging shines a light on the real work behind every big dream—and First National Bank’s role in helping its community succeed. It shifts the focus from simply celebrating the success of the bank’s customers and partners, to honoring the hard work, struggle, and relentless hustle that brought their dreams to life.
Alongside the new campaign messaging, we launched “Community First,” a platform that highlights the bank’s hands-on involvement in the community that goes far beyond donating money—and gives employees another point of pride in their workplace.
Built for Today, Focused on Tomorrow
With updated messaging and creative deployed across broadcast, digital, print, and social channels, First National is connecting more deeply with both employees and customers. Internally, teams feel reenergized and aligned. Externally, the evolved message is gaining traction in critical markets.
The rollout has been comprehensive—but it’s just getting started. Because evolving a trusted brand isn’t about chasing trends; it’s about staying deeply connected to the people you serve.
