The Creative Vision

 

Following a comprehensive brand refresh, the Heart and Grit series was designed to breathe life into our core messaging. We moved away from polished corporate scripts and focused on the real people who define us: our employees, our community partners, and our customers.

By showcasing these stories, we highlighted the midwestern grit that sits at the foundation of the bank’s identity.

 

The Strategy: Building from the Inside Out

 

We didn't just want to tell the world who we were; we wanted to remind ourselves. By casting our own people in the lead roles of these stories, we created a massive win in internal brand adoption. The momentum was immediate; 'Heart and Grit' stopped being a marketing phrase and became a shorthand for how our teams operated daily. This series proved that a brand is only as strong as its ability to resonate with the people inside the organization.

 

Impact & Results 

 

• Internal Adoption: We saw an increase in internal engagement with brand messaging, with employees frequently citing 'Heart and Grit' in client meetings and internal communications within the first 90 days.

• Brand Sentiment: The series successfully transitioned our market perception from a traditional regional bank to a resilient, human partner, a shift that was directly attributed to our refreshed messaging strategy.