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Solidifying a legacy bank’s new brand


Like many long-standing local and regional banks rooted in community-focused core values, PBI Bank faced the challenge of keeping up with modern financial services trends and attracting new customer segments. The Kentucky bank sought a modern, refreshed brand that would appeal to new markets while holding true to its trusted, face-to-face approach to banking.


We developed a simplified, sturdy look for the bank based on their new name: Limestone Bank, and our copy and content team developed a revamped brand messaging guide. To roll out the new brand, we developed a cross-channel communications plan that consisted of email, direct mail, traditional and digital advertising, a media kit and press release, updated signage, easy-to-navigate web components, and employee swag kits.


The result was a sleek yet inviting professional brand that allowed for cohesion across all Limestone Bank properties and assets, including physical spaces. The new brand provided a solid jumping-off point for a more streamlined and intentional approach to promoting the bank's products and services.

9 cards of different brand designs on a blue background
9 icons of small illustrations on a teal background Two square patterns on a green background
A yellow webpage on a lighter yellow background
A square map on a teal background
A man delivering a document to another person A teal credit card on a light teal background
A billboard against a blue sky