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Marcantel | Crouch | LeBlanc, in conjunction withPortland-based Happy Little Atom, was appointed in July 2005 by Plano-based Community Credit Union to assist in its rebranding efforts as it repositioned from a credit union to a full-service bank. The launch of the new visual identity and look and feel for ViewPoint Bank is now being applied to 36 branch and more than 100 ATM locations. The July 2005 appointment followed the renaming conducted by Interbrand.
The new positioning – 'It's different here"' – serves as inspiration for the creative development of ViewPoint’s visual identity and look and feel. MLBP worked to define how the new visual language could best be optimised and evolved as ViewPoint Bank continues to grow and strives to provide each and every member with the attention of a credit union and the resources of a bank.
"With our new look, we wanted to let people know we're doing things differently," said Wendi Costlow, V.P. and Director of Marketing, "using language they'll understand and make banking feel more like a partnership than an account. The branding team has done a remarkable job of helping us phrase that visually and verbally." The visual and verbal message appears in every consumer contact point for the bank, including interior merchandising panels, interior murals, ATM and Visa Cards, services collateral, signage, outdoor billboards, transit advertising, and busines and consumer print advertising.
ViewPoint Bank has more than 650 employees who serve over 225,000 members at 36 locations throughout the greater Dallas/Fort Worth area. Members also enjoy easy access to their accounts at more than 100 ViewPoint Bank ATMs.
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