Central Bancorp is a locally-owned family of financial services with locations across Colorado and New Mexico. The parent company, Central Bancorp, plus their five affiliated companies, offered a single source for financial services spanning wealth management, mortgages, insurance, and full-service banking.
But the supporting brands were not seen as individual business units. Plus, with extreme competition driven by a fundamental shift in what consumers expect from banks, this brick and mortar needed to reorganize its businesses, update its brands, and overhaul a very dated web experience. The result allowed each business unit to more effectively reach, engage, and build relationships with their own specific audience segments through modern sites that hold true to the sophisticated brands.
The project began with brand architecture restructuring and alignment of brand strategy across all business units.
A connected photography and pattern system was developed to add a related but differing style for each business.
Mini style guides were created to help with consistent application of the new look and feel.