Washington County Bank

Washington County Bank’s continued growth made them realize that their name and branding no longer represented their expanding reach across Northeast Nebraska. And it felt like the time was right to explore a potential name change and rebrand, but in a way that was strategic and mindful of the existing equity in their brand.

We met with their team and conducted a workshop with leadership and others within the organization to understand their vision and the collective comfort level for a rebrand. Ultimately, a complete name change wasn’t needed. Instead, by shortening the bank’s name to WCB, we could simplify the name, give them flexibility, provide greater inclusivity, and retain recognizability. Also, many people had already been referring to them as WCB for a while.

The simplified name honors their rich history and the care customers have come to know and rely on. It’s a brand shift that signifies who they are while telling people what they believe in isn’t changing.

Next, we designed a new logo system and font style that further modernized the brand and helped evolve its appeal to younger generations and an audience beyond Washington County looking for a digital and in-person bank experience.

The new logo symbol and green color scheme evolve and refresh their look while retaining some of the old brand identity’s community-driven, small-town, organic feel. And the newly developed tag, "Choose Remarkable," elevates the former messaging and welcomes in a larger community from across their footprint to a better way of banking.

Ultimately it was a successful and collaborative rebrand, with WCB telling us that the process helped them align and finally communicate who they are as a bank and the remarkable experience they offer customers.