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Big River helped First Market Bank find their inspired brand vision that focused on being incredibly personal. This meant that the bank should not act 'like a bank' in anything it did - in their products, in their divisions, in their communications. This was a bank that needed to be more in touch with the real lives of their customers. Several of the products which Big River helped develop were based on the "FMB lifeline" concept ("This is not about banking, this is about life.") Additionally Big River developed promotions, naming, and internal brand training for employees to 'live the brand' along a single, focused and consistent brand direction.
Marketing Collateral
Brand Essence Video
Direct Mail For direct mail, a normal bank would send a brochure.
First Market Bank is not a normal bank and is much more personable. The
hand written letter to customers along with the invitation to talk about
their life over coffee was tremendously successful for the Financial Guidance
Group.
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