In 2006, a small group of experienced and knowledgable bankers came together to create a different kind of bank. All had been senior executives at big banks where customers were treated the same. Their vision? Create a bank that served individual clients with customized financial products and a single point of contact or Banker Team that got to know their clients and handled all of their financial needs. The result was a unique banking experience that called for unique messaging.
We knew we needed to break the bank advertising mold. Give it a brand personality that clients won’t soon forget. Demonstrate how CapitalMark is different by crafting a different kind of message—something that is unexpected versus predictable. The idea was to get clients to view the banking experience in a whole new way making CapitalMark a whole new way to bank.
In March of 2007, CapitalMark opened its doors in Chattanooga, Tennessee with $35M in assets. In November of that year, the bank announced the opening of its Knoxville office. In 2010, the bank surpassed $400M in assets and by February of 2012, assets jumped to $700M. In late fall of 2012, CapitalMark opened offices in Oak Ridge and Cleveland, Tennessee. As of July of 2015, assets exceeded $1B as CapitalMark announced a successful merger with Pinnacle Financial Partners, a $7.5B bank headquartered in Nashville, Tennessee.
This was a distinct opportunity. Here was a chance to introduce a new concept in banking to a category viewed as conservative and somewhat expected. We wanted to write a story that branded a new kind of bank with a business model that offered a truly new banking experience that was matched by no other.
Collateral consisted of statement stuffers, outdoor backlit displays, in-bank posters and other printed materials. Each carried the same hard-hitting message: CapitalMark is the smart, no-nonsense place to bank with people who understand your unique financial needs and answer them with products and services not found at other banks.
The dominant blue star with the gray stripes trailing behind suggest there’s something different and unconventional about this bank. It’s here to make a mark for itself. The elegant, sweeping curves and the precise stance of the type and name below complete the identity, denoting a brand that stands apart.
Print focused on the unique strengths of the individual Banker Teams. We took their unique points of difference and capitalized on them with surprising headlines that packed a competitive punch. The messages contained savvy wordplay that not only set CapitalMark apart but established the brand as the intelligent choice for both personal and business banking.
The home page features CapitalMark’s most important asset, the friendly faces of its people. Navigation is straightforward and easy, just like the overall brand experience. Everything a visitor needs to know about services, resources, news, and Banker Teams is just a few clicks away. CapitalMark’s quarterly electronic newsletter, Insights, contains valuable financial tips and important announcements. Seasonal greetings and birthday wishes reinforce the importance the brand places on close and trusting relationships with their clients.