GORHAM SAVINGS BANK
A flag for optimists everywhere
Making a new logo might be the most challenging aspect of building brands. Distill decades of brand promises and consumer experiences—plus the sum of the organization’s goals—into a single symbol that represents all of the above in a sea of ever-changing consumer interactions that can range from five pixels to five football fields? Then launch that new logo into the real world and tell a new but familiar story to the people and communities that keep the lights on. Oh, and do that for a bank. It’s a task for optimists. Fortunately, this bank just happens to be chock full of optimists.
WHAT WE DID:
Brand Strategy
Research and Testing
Messaging
Logo
Advertising
Social
Broadcast
Print
Digital
Environmental
Exterior Signage
Apparel
Experience
We began with a simple but powerful strategy: Optimism. Like every small business, GSB was built by an optimist. And 150ish years later, every decision GSB makes is still infused with that very same optimism. It’s just who they are. We believed this much would never change. In one strategy briefing, the logo job went from “bank logo” to “design a flag for optimism.” It not only radically sharpened our focus, it helped us strip the exploration down to essential forms and ideas.
Optimism with a capital “O”
With the mark in hand, the rest—and ‘the rest’ was actually quite a lot—came naturally. From the majesty of a :90 launch spot to new signage at each of GSB’s branches to interior graphics, mobile and digital assets, and apparel, the new work begins to tell a new story for GSB. The new work is not only differentiating the bank from competitors; it’s inspiring Mainers and setting the tone for the next 150 years. Beyond all that, it’s the kind of work everyone can feel good about.
Today is a new day.
