The challenge:

Guilford Savings Bank (known contemporarily as GSB) had long been a trusted financial partner in their local community. However, ahead of their 150th anniversary, they sought to relaunch their brand to inspire existing customers and reach new ones. GSB was, in fact, a modern, tech-forward bank — they just needed to look and sound like it.

The solution:

Looking ahead to the next 150 years, our comprehensive rebrand included a new name, visual identity, and messaging platform.

• As Ascend Bank, they’re building on what’s made them successful: local service that goes above and beyond to help clients achieve their goals.
• Starting with a compass-like logo, the brand signals direction, wayfinding, and momentum.
• “Elevate your financial journey” is the bank’s new tagline, emphasizing the importance of individuality and personalized support. Brand messaging uses honesty and humor to acknowledge each client’s unique motivations.