Carter Bank Brand Awareness Campaign

In October 2024, Carter Bank launched its new brand, reflecting its evolution as a modern financial institution, one rooted in its communities and focused on building brighter futures. To introduce this new identity to the public, a comprehensive brand awareness campaign was created, designed to bridge the gap between Carter Bank’s proud heritage and its forward-looking vision.
The campaign spanned various channels, including digital display, paid social, out-of-home, and owned media. Each touchpoint worked together to build recognition and generate excitement around the refreshed brand, while reinforcing Carter Bank’s core values: Build Relationships, Earn Trust, and Take Ownership.
Visually, the campaign embraced the new brand system by utilizing their new colors, typography, and clean design elements that reflected clarity and approachability. Messaging focused on Carter Bank’s role as a lifelong financial partner, meeting customers where they are and supporting their goals every step of the way. The creative was designed to feel both personal and powerful.
The goal of the campaign wasn’t just to unveil a new look, it was to reintroduce Carter Bank as a brand that understands its customers and stands beside them. This meant leaning into the Bank’s deep local roots and community ties, while also positioning it as a trusted partner for the future.
The campaign has proven to be a strong success. All paid media tactics have exceeded industry benchmarks, indicating high levels of engagement, brand recall, and overall awareness. Internally, staff rallied around the brand transformation, and externally, customers expressed excitement and renewed pride in their bank.
Ultimately, this campaign marked more than a rebrand. It was a reinvestment in the communities Carter Bank serves and a bold step forward in how the brand shows up in people’s lives.