join the evolution

Community Trust Bank was experiencing an identity crisis when we first met. With more than 236 banks and credit unions in the collective market touting either “Community” or “Trust” in the name, the legacy brand was easily confused and ill positioned for growth into new markets.

The task was to create a brand that retained the organization’s impressive culture and values, but reinvented it as new and fresh: an evolution rather than a revolution. 

We revealed Origin Bank through an exciting launch video and kicked off its culture program. Customers were seamlessly transitioned via direct mail, OOH, re-skinned website and in-branch communications. In market, the advertising campaign “For the Original in You,” focused on the individual needs of their customers and how Origin uniquely meets their needs. Their forty branch network received a “Kit of Parts” efficiently converting the old brand into the new Origin Bank.

Art Direction + Design
Agency: Adrenaline
Client: Origin Bank