A Modern Rebrand You Can Bank On

A Modern Rebrand You Can Bank On

When Central Federal, a full-service community bank, needed to change perceptions and increase their customer base, they turned to Atomicdust for a modern rebrand.

Located in downtown Rolla, right across the street from the Missouri S&T campus, you’d think that Central Federal was in a prime position to be serving the influx of students, young professionals and new families in the community.

But with dated signage and an intimidating brick facade, people just weren’t stopping in. And despite being a staple in the community for more than 50 years, they still had people ask where they were located. Even their name — Central Federal Savings & Loan — didn’t resonate with customers or even speak to the full scope of their services.

The previous Central Federal branding and logo design on exterior signageThe previous Central Federal branding and logo design on a variety of printed marketing materials.

It was time to make a change. To challenge existing perceptions. To get people to stop and look. And ultimately, grow their customer base in the community.

As we embarked on rebranding Central Federal — yes, changing the name was one of the first (and easiest) decisions we made — we talked to both employees and customers about their experiences with the bank.

It was through those conversations that we learned about their commitment to service. In fact, when asked to describe Central Federal, the most commonly used words were local, honest and service-oriented. And when asked what they would not want to change about the bank, that family-first approach was the unanimous answer.

This desire to offer genuine, quality service to everyone who walks through their doors lead us to our taglineBank on Rolla.

The new branding for Central Federal light posts.

The tagline communicates trust, reliability and commitment to the local community. Not to mention, Central Federal is located on Rolla Street. (A clever nod to those “where are you located?” questions.)

Atomicdust's "Bank of Savings" brand messaging for Central Federal, shown in a print ad

After settling on the “Bank on Rolla” tagline, the creative just started to click. We imagined using “Bank on _____” as a device to communicate Central Federal’s core values and speak directly to customer needs.The new Central Federal logo design and tagline

Elements of the new Central Federal logoThe bank being “on Rolla” inspired the new logo, which combines modern iconography of a location pin, a classic shield and the letter “C”.

The mark itself is friendly and contemporary, and can easily scale across different sizes – from debit cards to billboards.

The new design for the Central Federal business cards reflect the updated branding.The Central Federal logo design in using different colors

Branded ATM card designs for Central FederalCentral Federal Branding on a Polo Shirt

The rest of the brand identity is all about balance. A fresh, playful color palette modernizes the brand, and yet, is still refined enough for a reliable banking institution. Traditional serifs and modern san serifs provide a sense of sophistication, while the “Bank on ____” is grounded with handwritten script. Adding authentic stock photography and illustration create an approachable and modern brand to communicate Central Federal’s community-forward approach.

New ads for Central Federal demonstrating the their branding Central Federal branding on a coffee mugNew branding and design for Central Federal's stationary and letterhead

As we launched the new brand, we focused first on ways to improve the interior and exterior of the bank itself. How would we approach this if we were marketing a retail store? Or branding a restaurant?

While branding for a bank and a restaurant might seem far off, the same goal applied — Let’s get people to stop and think. And ideally, come inside.

The outside of the Central Federal building shows off the new brandingRetail style poster promotions with the new branding hang inside Central FederalThe new Central Federal branding on the ATMThe new Central Federal branding and design on a mural, painted on the side of the building.

We replaced their hard-to-read, outdated signage with brand new banners. We completely redesigned and wrapped their ATM (a design first for us!). We’ve even got a building mural in the works.

Direct mail marketing for Central FederalDirect Mail marketing for Central Federal

Over the last few months, we’ve helped the Central Federal team adopt the new brand in local print ads, social media headers and more. Thanks to robust brand standards (not to mention, free Google fonts), it’s easy for their team to create additional marketing pieces using their new brand identity.

We can’t wait to see (and share!) more from Central Federal in the coming months.

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Danielle Hohmeier

As Senior Marketing Manager at Atomicdust, Danielle Hohmeier develops focused and effective social media and content marketing strategies for clients. This includes identifying the audiences, appropriate channels and key content categories, and finding SEO and SEM opportunities.

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