Clayton Bank: Brand Development
With 15 locations throughout the state and a well-respected family name, Clayton Bank is a Tennessee institution.
Through a family of affiliated companies in a variety of industries over decades of growth, the Clayton name has a longstanding reputation for integrity in East Tennessee. And that was part of the challenge – clarifying and separating the Clayton Bank brand.
Through our discovery process and investigation of the bank's core values system, it became evident that Clayton Bank is truly unlike other banks in the region. Clayton Bank's primary mission is to support the Clayton Foundation, which in turn supports numerous non-profits throughout the region. Clayton Bank is about supporting communities, making people happy, safe, educated, and growing, at a truly unique level as compared to other banks, or indeed, other businesses in general. The new brand needed to reflect this focus on community.
We really enjoyed this one: a full re-brand with unified brand messaging, logo and style guide design. The approachable, cheerful, happy logo and soothing color scheme reflect the Clayton Bank mission, and make a statement that the business is ready to meet their customers' needs and benefit the community around them. While the approach is not traditional for other banks, for Clayton Bank, it's right on brand.