Competitive analysis showed that what set the client apart from its competitors was the level of commitment and service provided to the customer. Relationships, Solutions, and Trust became the cornerstones upon which to build a new brand identity. Colors that instill confidence and trust were integrated throughout all designs. A clean and clutter-free aesthetic provided a sense of organization and reliability. In-depth analysis of the current banking landscape revealed what information was most valuable to users and that data provided the backbone to enhance SEO performance and reinforced email and social media campaigns. The result  – a presentation of trust and value that align perfectly with the company’s long-standing motto and core values.