Financial Services Case Study

WALLIS BANK REBRAND

The Challenge

Wallis Bank, formerly known as Wallis State Bank, is a full service community bank dedicated to serving both rural customers as well as large international clients with the highest level of personal service. Established in 1906, Wallis Bank has embodied the same look and feel since the late ‘90s resulting in the need for an extensive rebranding including their website, logo, tagline, and overall social media presence. Concurrently, Wallis Bank also found themselves vastly expanding, establishing themselves in markets throughout California and Georgia in addition to Texas. Wallis Bank needed a fresh new look and feel that incorporated the excitement of their expansion, while remaining true to their corporate mission of providing unsurpassed customer satisfaction.

The Objectives

When Wallis Bank approached us to undertake a rebrand in the wake of their national expansion, the ultimate challenge was continuing to highlight the rich, small town history of Wallis Bank, while establishing them as a national, commercially focused bank. Their fresh new look and feel needed to re-engage existing customers, while exciting new potential clientele around the country.

Name

Over the last 30 years, Wallis Bank has expanded into several metropolitan areas in the cities of Houston, Dallas, San Antonio, Los Angeles, and Atlanta. Their former name, Wallis State Bank, did not capture the new chapter of their expansions. Wallis wanted a name that held to their existing roots, while making room for continued growth.

Logo

The former logo featured the Texas state star, a symbol once crucially important to the small town bank established in the heart of Texas. However, with development taking place beyond original state lines, this logo needed to feel more inclusive and universal.

Rebranding Videos

Creating a rebranding video gave Wallis Bank the opportunity to promote their company’s new vision in a meaningful way that was easily digestible to all audiences. In the digital age of social media, these videos were a positive and modern way to circulate the internet.

Tagline

Along with an updated name, Wallis Bank needed a new tagline that would encapsulate their bold plans of the future, while still highlighting their rich history of over a century. Using industry research surrounding the field of banking, our team crafted a new tagline that framed Wallis Bank in a trustworthy and inviting light.

Website

Although functional, Wallis Bank’s original website felt static and dated. Our team’s goal was to create a new and engaging website that felt young and refreshed, yet credible within the banking industry. This required an overhaul of the entire website, along with a refresh of the content.
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The Results

Name

The new company name, Wallis Bank, is a natural transition, capturing the tone of recent interstate expansion, while keeping the brand recognition intact.

Logo

Gone is the Texas star and in its place is a universal symbol of money, growth, and security: a bank vault. Beautifully designed, this half crescent bank vault sits adjacent to the updated Wallis Bank typeface.

Tagline

Personalized Service Since 1906

The original tagline “Where service begins” highlighted Wallis Bank’s corporate mission of providing unparalleled service; however, our team felt it could be updated to capture the longevity and professionalism Wallis Bank has been offering customers since 1906. We used this opportunity to not only establish Wallis as industry leaders, but emphasize their overall mission statement.

Website

A new color scheme was developed with the traditional green and grey colors, while also implementing secondary colors for a bright trend of color. The result is a vibrant and functional website that pulls in audiences familiar and new alike. High resolution pictures, updated content, and simplified navigation are all utilized to create an amazing and user-friendly online experience.

Rebranding Videos

The rebranding videos allows Wallis Bank to acknowledge their history, reintroduce themselves to the world, and differentiate themselves from competitors. With powerful messages incorporated throughout, these videos set the stage for Wallis to thrive under their new name and identity.