Promoting the Brand Promise of a Banking Leader.
Nevada State Bank
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.
Deliverables
- Public Relations
- Creative Design
- Social Media
- Digital Marketing
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.
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.
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.
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.
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.
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.
