Kidd Group | Advertising - Branding - Graphic Design

Case Study: Darby Bank

A Refreshing Change in Banking

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CHALLENGE

Headquartered in Vidalia, Georgia, Darby Bank began as a small hometown bank in 1927 and by 2007, had grown into a regional bank with $7 million in deposits. Despite their successful growth, Darby Bank wanted a new, unique brand that embodied the organization they had become in the last 80 years. Not an easy task for a bank with small town values and big city vision.

SOLUTION

Kidd Group conducted simultaneous internal branding sessions and external market research. This provided insight into the organization needed to create a brand that represented Darby Bank’s core values, also known as ICETEA (Integrity, Commitment, Excellence, Teamwork, Energy and Ability). It just so happens that a tall glass of “ice tea” also represents southern hospitality – the final ingredient and inspiration for the new Darby Bank logo, a tea leaf. Following the branding, the bank rolled out the new look first to employees with a brandscape video, then print collateral materials were developed, the website was redesigned, and advertising and public relations campaigns launched “A Refreshing Change In Banking”.

RESULTS

When employees rally together, customers take notice and deposits grow. Not only was the rebrand successful for the client, it also won local and international awards. Now that’s sweet success.

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