Family-owned and operated First National Bank of Derby was approaching 30 years of serving the financial needs of its hometown. While the bank set itself apart from other financial institutions with its attention to customer service and hometown bank appeal, its identity did little to distinguish it from the competition. With more than 70 “First National” banks in the state of Kansas and new branches outside of Derby, it was time for a unique, non-location-specific name.
Greteman Group provided creative and marketing support for a name change, the bank’s first-ever integrated marketing campaign, and new signage. The new name, Verus Bank, is Latin for “true” or “genuine.” Capitalizing on the “V” visual, the logo features a road stretching to the horizon with the sun rising over the plains. These images tie to the bank’s roots in Kansas and symbolize endless possibilities – a place where your future takes shape. An accompanying tagline reads: “The Shape to Bank On.”
Monument and directional signage and roll-up banners for lobbies and ATM machines provide cost-effective media for promoting the new identity and messaging. Following the new-identity unveiling, the new website generated almost half a million hits. The Augusta branch opened and, in one day, opened 30 new accounts. Area media provided generous coverage. People took note. One bank employee was asked by her doctor where she worked. When she replied a bank in Derby, he asked if that was the newly named bank that meant “true.” In short, Verus Bank enjoyed a seamless name change, a successful opening and has a unique, professional identity to carry it well into the future.
