Case Study: How Tandem Bank’s “Bank on Local” Strategy Quickly Built Customer Loyalty
As the first new bank in Georgia in more than a decade, Tandem needed to establish a strong, user-friendly brand. They had a logo in hand, but needed to apply it to foundational marketing assets that reflected their deep industry knowledge and market expertise, and differentiate themselves from a glut of typical “big box” banks.
Strategy and Services Provided
Knowing they had to build trust fast, we leveraged their small size and familiarity with the area as advantageous talking points, in a “bank on local” high level theme. We positioned Tandem as an approachable, personable bank, with the experience and innovation to find unique solutions. From day one, we let everyone know Tandem was proudly investing in its community and backed up that talk by integrating authentic photos of local folks, neighborhoods, and businesses into their customer-facing marketing collateral.
We launched the brand with an intuitive, ADA-compliant website that not only stood out against the competition, but also provided the foundational look for future marketing materials. Other services we provided post-launch included:
- Print Design: Corporate ID, Collateral Materials, Credit & Debit Card Design, Ads, Marketing Campaigns, Environment Graphics, Signage, Holiday Cards, Swag
- Digital Services: Ads, UI Design, Website Updates
- Brand Consulting & Stewardship
Tandem’s community-focused brand made a splash, setting them apart from more established banks and winning customer loyalty from the start. They garnered more than $20M in deposits in their first three months of operation, quickly developed a robust pipeline of incoming loan applications, and were able to expand to two more locations right on schedule.
“When I approached Rich, we were a start-up bank with only a name, logo, and style guide. He and his team took those core elements and seamlessly created a website that brought our brand to life. Post launch, he expanded the look and feel into new collateral materials that cohesively embody our uniqueness — approachability; reliance on technology; empathy for the customer. Every step of the way he helped us leverage those differentiators in a clean, professional, authentic manner. His design services have contributed to our overall marketing success since we opened our doors.”
— Charles DeWitt, CEO & Founder, Tandem Bank