MAKING A WAY
GreenWay Bank has loyally served the Van Wert, Ohio, community for the past 135 years. Today, they have a clear vision for growth, with expanding into Fort Wayne, Indiana, as the first step. To ensure that their brand continued to grow right along with their business, GreenWay’s leadership team needed help from branding experts—and they knew they had to think BIG.
Discover
Creating a brand’s foundation starts with identifying its core attributes. We interviewed employees from GreenWay’s existing branch in Van Wert and their new Fort Wayne location. It was encouraging to see that many of their answers revealed the same values. We also received feedback from key customers and board leadership. Plus, we researched the bank’s competitors to identify the best way to stand out. In the end, our findings, combined with the bank’s growth goals, pointed us to the fact that the brand’s name, then Van Wert Federal Savings Bank, needed to change.
Develop
Our research indicated that GreenWay Bank is caring, community-minded, stable and growth-oriented. As we approached updating their key messaging and visuals, our goal was to reflect their genuine way of doing business along with their strong history and current vision for the future.
Deliver
After extensive brainstorming and collaboration, the bank received a growth-oriented name, GreenWay Bank, and a matching tagline, “Way to Grow.” In both, “way” represents their caring approach. We also delivered in-depth messaging and an updated logo and visuals. To modernize the brand’s traditional look and capture its future-focused approach, we provided brighter shades that updated their existing palette. Additionally, we evolved their star-shaped avatar to honor their history while looking ahead. The final touch was applying the new brand to their new Fort Wayne branch. Now, GreenWay Bank’s brand reflects both its successful past and its promising future.
BIG not only dove deep into understanding our future and existing customer bases and markets, they helped our board and leadership team understand what our brand truly is, what differentiates us and how our brand reflects our core values and vision for growth.
Mike Cahill, President and CEO