Kearny Federal Savings is the ninth largest New Jersey-based bank, but the
organization was having difficulty attracting younger and business customers.
Many current customers were retiring, moving out of the area, or dying off. Additionally, their brand was very traditional, and the name didn’t imply many of its services. The bank knew it had to reinvent its brand to remain competitive.
brandwerks3 conducted in-branch customer surveys to uncover levels of awareness and impressions of the bank. We then undertook an extensive Branding Q&A Session with management, sales, business development, and representatives from local branches.
The customer surveys revealed a very loyal but aging clientele. It also showed a lack of awareness of Kearny’s ability to address business banking needs. The Discovery Session also indicated the strength of customers’ relationships with the bank – relationships built on the extra effort made by Kearny to get to know its customers, their families, and their personal and business banking needs.
Parts of our assignment were name and identity changes for the bank. The strong market awareness and brand loyalty dictated a minor name refresh from Kearny Federal Savings to Kearny Bank. We also developed the brand platform For Today. For Tomorrow. This statement reflects how the bank meets customer’s needs for a lifetime.
The new brand and name were supported by the new, and far more contemporary logo and brand identity featured here. The brand launch, which included branch signage, a new website, transit, outdoor and print advertising, as well as in-branch promotions. All were geared to appeal to a younger audience, and personal and business customers alike.