CASE STUDY

BRAINTREE COOPERATIVE BANK | Brand Identity

BCB Identity

BACKGROUND

Braintree Cooperative Bank is a community bank established 120 years ago. Their niche in the finance market is offering core products—both deposit and lending—to the consumer and business audiences. With a remarkable internal team, consumers who join the bank are retained.

CHALLENGE

Braintree is viewed as a neighbor to those who are customers. However, new customer growth is slow, particularly among the younger demographic. Braintree was perceived as a bank for an older audience.

STRATEGY

In order to change perceptions of the Braintree Cooperative Bank brand, logo refinement and color exploration were critical. The Stackpole team reviewed Braintree Cooperative branding and analyzed what enhancements would elevate their brand perception.

CREATIVE SOLUTION

Stackpole refined the Braintree logo, created brand standards and rate ad templates for an updated and modern brand image that has been applied consistently across all communications tactics. Keeping their brand heritage through their community name, blue, green and gray tones were added as the brand’s primary colors, with more vibrant colors as accent colors, breathing new life into their image.