Southside Bank

After 65 years of growth, it was time for a branding change at Southside Bank. This once small hometown bank in Tyler, Texas had grown into a multi-regional banking center. That growth prompted their need for a brand update to enter into the modern age of banking. Southside Bank started the rebranding process internally with a new logo while working with architects to develop the new look and feel for their banks. It soon became apparent that outside help would be needed to expanded upon the new logo to develop a complete brand strategy. cue:creative was approached to connect the elements and create their new brand image. First, we started by understanding and clarifying Southside’s unique customers and services along with how they wished to be perceived in various Texas communities. We developed the Bank Like You brand position to address their three main banking customer segments. The Traditional Customer primarily banked in-person. The Hybrid Customer that adopted some online banking activity, but would still go to a bank location to make transactions. And the Modern Customer that completely conducted their banking online and through mobile apps. We then created a tiered messaging system that directed messaging about specific services targeted to different customer age groups. Finally, we developed an identity system that would maintain the brand and carry messaging across all the customer touchpoints. Southside Bank now has the brand standard to maintain its messaging and identity with its internal marketing team.