With Florida’s economy on the rise, NorthStar Bank sought to redefine the banking experience for Tampa Bay area businesses. NorthStar engaged Schifino Lee to create an equally compelling brand strategy that positions them as the community bank for the business community.
Through discovery, Schifino Lee discerned that NorthStar’s target audience wants a business bank that’s safe, stable and understanding of their whole financial picture. The target audience – small and medium-sized businesses and professional services – desire all the services of a big bank, but the courtesy and relationships of a community bank.
Aligned with this insight, the new campaign utilizes the aspirational tagline ”Bank Up” to reinforce that NorthStar Bank provides them with the strength, support and integrity they need to be bold and grow their business. NorthStar Bank President & CEO, David Stone, further defines “Bank Up” as, “Doing the unexpected to deliver unparalleled customer service and quality products to the Tampa Bay community.”
The new brand positioning was successful in creating an overarching image for all of NorthStar’s communications including website design, brochures, in-lobby posters, billboards, app icon, and revitalized logo.
To find out more about NorthStar Bank visit NorthStar-Bank.com.