A brand as authentic as the city of firsts.
A Business Built one neighborhood at a time
Firstrust Bank has been in business in Philadelphia for nearly 100 years, and that isn’t even the most impressive part of their story. They have built their family business on a foundation of trust and commitment over generations and partnered with us to help shape the brand for the next 100 years.
We teamed up with Firstrust to audit and enhance their brand—everything from their logo and brand standards to market research and brand strategy. The discovery session led to us establishing Firstrust Bank as Philadelphia’s Hometown Bank®.
With larger national banks moving into the area, we had a chance to capitalize on something the competition couldn’t claim with authenticity—Firstrust built its business in Philadelphia, one neighborhood at a time.
out with the rust and in with the trust
The logo was examined and updated. Sometimes a subtle change can make a big difference. In the original logo, the word ‘Bank’ was typeset under the word ‘RUST’. We enhanced the logo by enlarging the word ‘Bank’ so it now falls under the word ‘Trust’. Firstrust Bank—the bank you can trust!
The tagline and samples of the custom brand illustrations
A symbol of trust, grit, & commitment
The campaign concept was to infuse the Firstrust brand with iconic Philadelphia symbols—the Liberty Bell, Robert Indiana’s LOVE sculpture, and more. A series of custom illustrations were developed and deployed across the region via social media, digital display ads, out-of-home advertising, and print. We also directed a photoshoot to capture images of their flagship branch, located in the heart of Center City.
The bank of champions
Once Firstrust was grounded in its new ‘Hometown’ platform, they didn’t rest there. Instead, they raised the bar even higher. They entered into a strategic partnership to become the Official Bank of the Philadelphia Eagles. In coordination with the Eagles, we helped establish new partner logo lockups, illustrations, marketing, and advertising to support the rollout.
“We have a standard for ourselves, and it only rises.”