In the midst of a large merger, Midwest BankCentre asked TOKY to create an identity that would unite two longstanding institutions while reinforcing a commitment to personal, community-focused banking services.
TOKY interviewed leaders of the two merging banks to identify common strengths and goals between the organizations. These findings were paired with customer survey data to develop a full brand platform, including the Rising Together tagline, which references the bank’s iconic balloon logo and commitment to community success.
The Balloon, Evolved
The existing identity — a hand-drawn balloon — felt dated and ran into issues with scaling, both for large signage and small screens. TOKY modernized the logo, creating a mark that works in a variety of applications, from channel lettering to mobile devices.
With more than a dozen existing branches located throughout the region, the rebrand presented a diverse range of signage challenges. After assessing the bank’s real world requirements, TOKY designed signage that is clearly visible across a variety of settings — from pillars and light boxes to awnings.
“When we went out to the team, we felt so passionate about this that people came away going, ‘I get it, I understand.’ It was fun and it told the story of us coming together as one bank. Before the merger, we were never a big logo-wear bank. Now, we’re seeing people wear them all over the place. There’s a new buy-in from the team that you can actually see.”
— Fred Dyer, Regional President of Consumer Banking & Corporate Services / Midwest BankCentre