Liberty Bank Foundation
Just like we would when developing marketing materials or annual reports for its parent company Liberty Bank, we looked at each project for its non-profit foundation as an opportunity to implement a strong business strategy. Early on, we worked with the Foundation to develop a strategic plan and key messages that fell in step with the bank’s marketing efforts, but at the same time let the charitable arm shine proudly as its own entity within the community.
The Liberty Bank Foundation identity is powered by the overarching Liberty Bank brand. Taking some cues from the bank branding system, the Foundation materials are styled in a way that’s inherently complementary to the bank’s marketing as a whole, yet stands out to express the Foundation’s own personality.
The Liberty Bank Foundation has a mission and purpose that speaks to both shared and new audiences. The launch of the Foundation brand provided a much needed re-introduction to the organization for Liberty customers, but more specifically the campaign showed how well the Foundation dollars are working in each customers’ communities. We kept messaging in an editorial context, and focused on local storytelling to emphasize exactly how integral the Foundation is within each county, town, and neighborhood throughout the state.