The New Carter Bank Brand

In October 2024, Carter Bank introduced a new brand identity, the result of a two-year transformation grounded in deep research, strategic clarity, and human-centered design. As a publicly traded institution with roots in rural Virginia and North Carolina, Carter Bank’s evolution required more than a visual refresh. It needed a brand system that honored 50 years of community trust while positioning the Bank for the future.
The challenge was clear: Carter Bank’s legacy identity no longer reflected the scale, ambition, or spirit of the organization. The opportunity was to create a flexible, modern identity that reflected who Carter Bank is today, while amplifying its role as a lifelong partner in prosperity.
The rebrand began with immersive research across employees, leadership, customers, and community members. From this, a single powerful brand promise emerged: We help people live life to the fullest. This insight fueled the creation of the new brand.
Visually, the new identity strikes a balance between tradition and progress. A custom wordmark with interlocking letterforms reflects strength and connection. The color palette blends warmth and optimism. Typography and layout systems prioritize clarity and accessibility. Every brand element, from branch signage to business cards, was rebuilt to reflect Carter Bank’s values of trust, humility, and partnership.
Internally, the brand rollout centered on staff as brand ambassadors, supported by robust training tools and engagement efforts. Externally, the new identity was introduced through a multi-channel awareness campaign designed to meet people where they are, on screens, in communities, and inside branch locations.
Early results show strong adoption and enthusiasm from both internal teams and customers. The rebrand has sparked renewed energy and relevance across markets, helping Carter Bank stand out in a crowded industry. This wasn’t a change for the sake of change—it was a confident, intentional transformation rooted in purpose and built to last.