Nevada State Bank

Public Relations • Creative Design • Social Media • Digital Marketing

Promoting the Brand Promise of a Banking Leader.

In 2017 Nevada State Bank launched their tagline, ‘It Matters Who You Bank With.’ The phrase spoke to their core values and their committed approach to banking as a financial institution that has served Nevada for more than six decades. In 2020 Braintrust was tasked to re-examine the brand promise, and to evolve the brand in a manner that would resonate with the modern economic landscape and consumer sensibilities.

Look within the brand
Seeking to inform Nevadans about who NSB was and how it could help them achieve their financial goals, Braintrust recommended a campaign that would target multiple NSB clients in a modular way, with versatility within multiple formats. We also wanted to highlight the diversity and range of both the NSB customer and the breadth of NSB services. To that end, we looked within the brand and found inspiration from the tagline.

A vet with a dog, a woman at a laptop, and a man in an apron showcase the 2020-2022 Creative Campaign by Braintrust + Nevada State Bank.
Blank white background with no visible objects or features, ideal for showcasing Braintrust innovations or Nevada State Bank branding.

WHEN THE QUESTION IS WHO

The answer is NSB.

Within the tagline, ‘It Matters Who You Bank With,’ there’s a natural question: WHO? That inspired us to showcase a definitive answer. When the question is WHO, the answer is NSB. Using WHO as our guide, we created a simple Q&A format to showcase the breadth of NSB’s services and inform Nevadans that NSB is the answer to their banking questions. In traditional media channels such as print and Out-of-Home, the creative spoke from the voice of NSB, while in digital mediums we spoke from the perspective of the target audience.

The overall look and feel showcased our target clients in candid moments with copy that spoke specifically to their needs, helping us evolve the brand to a confident, assured positioning.

Print and OOH

Communications for both mediums come from the perspective of NSB and speak to what it can do for “you” and what it’s already done to help Nevadans like you. Print executions feature brand-aligned photos that consist of blue and warm tones to incorporate the NSB brand colors, and these images serve as hero images for the established ad look and feel. The OOH features copy in the form of headlines and CTAs as the only visual component on the layout. By speaking directly to the target audience, we were able to create a strong connection between NSB and the consumer.

Four Nevada State Bank brochures from the Braintrust campaign feature diverse people, scenic landscapes, and buildings with engaging promotional text on financial services.
Billboard with text: Who focuses on your financial goals? NSB. Nevada State Bank, your financial braintrust, stands out against a blue sky.

Digital Media

The digital media campaign integrated traditional and new media across a variety of mediums such as web, SmartTV, and mobile apps. This was a great opportunity to show off motion and animation in our display ads and to expand the brand typography. Creative included brand-aligned images placed above copy in NSB yellow and blue on a white background. We created multiple versions of each ad that could be specifically targeted to individual demographics, helping to illustrate that NSB is multifaceted and can cater to different needs.

Smiling man in apron stands in café; text reads, “Who will believe in what I’m capable of? Nevada State Bank—the braintrust for your dreams.”.
Woman sitting on couch reviewing documents with text: Who can help me achieve my financial goals? Nevada State Bank’s Braintrust has the answers.
A couple holding hands and carrying suitcases walks outside; ad text highlights Braintrust by Nevada State Bank Private Bank services.
A person holds a phone displaying a Nevada State Bank financial ad with a family photo and the text, Who can clarify my financial journey?, highlighting Braintrust guidance for your finances.
A Braintrust film crew operates a camera indoors, capturing a scene as a woman stands near an open doorway at Nevada State Bank.
A camera crew films a man and woman sitting on a couch, working on a laptop in a living room set—showcasing their collaboration with Braintrust and Nevada State Bank.
Two business professionals sit at a conference table having a meeting in a well-lit office, discussing strategies as part of the Braintrust at Nevada State Bank.
A smiling woman sits at a desk with a laptop, representing Braintrust, while a US flag and a Nevada State Bank sign are visible in the background.

We Believe

The “We Believe” Video brings to life the concept that NSB is uniquely suited to support its clients in every part of their lives. The commercial follows a couple’s journey as they open their local business with their NSB representative by their side each step of the way. The premise for the video was inspired by testimonials from actual NSB clients that had the same great experience with NSB in which they built valuable long-lasting relationships with their NSB representative.

Four people working and collaborating, with the text “2023 Creative Campaign” in a blue box at the bottom, highlighting the Braintrust partnership with Nevada State Bank.
Text reading Banking should be empowering—with empowering in light blue and the rest in dark blue—showcasing Braintrust and Nevada State Bank’s commitment to customer empowerment.

RELATIONSHIPS. RESOURCES. RELIABILITY.

How Banking Should Be.

This campaign is about showing clients WHY they should bank with NSB. The slogan is a direct answer to the question of why NSB provides the services that it does: because that’s how banking should be. The relationship-focused approach to banking; the commitment to Nevada businesses; the relevant resources for money management; each exists to provide clients with the banking they need and deserve.

The campaign uses headlines that include each NSB line of business to highlight different types of banking. Through the body copy and long form copy, we highlight our three R’s and communicate how every NSB service offers the high level of banking the consumer deserve.

Print and OOH

This execution incorporates imagery from NSB branch staff, leadership, and locations. Our body copy is more “storytelling” and speaks to one of the Three R’s, while our headline serves as an exclamation mark. For OOH, these executions featured text only to emphasize the point of each—NSB brand colors, logo, and slogan would be the only other elements on the execution.

Three Nevada State Bank ads feature people, a bank building, and the slogan How Banking Should Be, highlighting the Braintrust that drives Nevada State Bank’s commitment to its customers.
A billboard reads How your banking should be. with the Braintrust + Nevada State Bank logo and website nsbank.com.

Digital Media

Each execution of digital media for this campaign has a different approach to the “How Banking Should Be” strategy line and uses the word-swapping format that NSB has featured during the last two campaigns. This campaign required three distinct approaches—business, retail, and overall brand. The headlines speak to the Three R’s for each target demographic and show visuals that support these traits.

A smartphone screen displays a Nevada State Bank ad powered by Braintrust that says Banking should be smart. Learn how.
Mobile ad for The Private Bank by Nevada State Bank says Banking should be easy, powered by Braintrust, with a blue Learn How button.
A mobile ad for Nevada State Bank says Banking should be manageable, powered by the Braintrust of Nevada State Bank, with a Learn How button.
Hands holding a 2022 Nevada Small Business Survey booklet, created in partnership with Braintrust and Nevada State Bank, featuring two people working on laptops on the cover.
Three open magazines display charts, graphs, and photos of smiling professionals—showcasing Braintrust insights and Nevada State Bank success stories—on a white surface.
A person holds a magazine open to a business outlook section featuring charts and a photo of two people discussing Nevada State Bank insights and Braintrust strategies.
A person reviews a report with charts and graphs at a white desk, leveraging Braintrust insights for Nevada State Bank.
A person reads a financial report magazine featuring charts, graphs, and photos of professionals in the banking section, including experts from Braintrust and Nevada State Bank.

2022 Small Business Survey Report

In 2022, NSB released their 9th annual Small Business Survey report, featuring analysis and insights on the local business environment. The report has become a vital resource for Nevada business leaders to help them plan and strategize for the upcoming year. We reimagined the presentation of the charts, graphs, and information to ensure that every page was clear, organized, and visually concise for readers.

Three business report booklets open to pages with charts, graphs, and professionals in office settings, highlighting a Braintrust analysis in collaboration with Nevada State Bank.

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