PROJECT: Authentic Brand™ Exploration, Brand update, Branch Design and Execution
CLIENT: Lee Bank
Community Roots Sprout a Growing Branch Network
Lee Bank chose to grow into a new community in Great Barrington, MA. Image 4 designed a completely fresh Brand Presentation and Signature Branch for this rapidly-growing institution.
Lee Bank’s Branch Project Group, Wendy Healy, SVP, Alison Brigham , Marketing manager, and Brandy McKee, Head of Retail Banking, commissioned Image 4 to re-conceive the in-branch experience and brand presentation to be closely aligned to the values of the community in which they expanded. The project would need to present the fresh new face of Lee Bank, enhance customer experience and Brand awareness, and improve employee “face-to-face” interaction with their customers.
image 4 conducted a series of work groups exploring Lee’s culture, the community values, and a user-oriented technology dive. Discoveries informed our design approach in everything from physical layout to finishes to Brand Presentation. The branch building was completely redesigned to eliminate “line-of-sight” issues and bring the bankers “closer to their customers” – a core Lee Bank Brand Value.
Finishes were chosen to reflect the regional Sustainability ethic, including re-purposed, recycled and natural finishes where appropriate. The scheme was designed to echo the colors of the local natural environment with a “dappled” floor covering, white marble counters that recall snowy winters and copper and yellow accents that feel like New England in the fall.
Our technology dive revealed that much of current in-branch customer-facing technology was old and scarcely used yet was a desire in both the customer and employee ideals. We created an interactive wall that encouraged visitors to explore the surrounding community: activity listings, community happenings, even a bird-cam feed were incorporated to much acclaim. Android and iPad tablets were deployed to link with Lee Bank educational content. The tablets also are used for training staff and customers on Lee’s “digital forward” tools.
Image 4 delivered build drawings to lee’s incumbent design-build firm, and acted as Lee’s interior design firm throughout the project. Our in-house shop fabricated and installed fixtures and brand graphics to complete the project, including a large-scale reclaimed-wood and copper lighted logo.
The design was extremely well received as a harmonious transition from old to new brand presentation, and as reflecting the community values across the Lee customer demographics. Technology and simplicity merged to highlight Brand and community.