Positioning a new banking brand in the Tampa community
Starting a new bank is no simple task, yet the directors of The Palm Bank are determined to establish their bank as a leading force on the community banking scene in Tampa, Florida.
To help them position the new brand, Garcia Media was commissioned to design, write and produce the bank’s most important piece of communication since opening its doors in early 2003 – the annual report.
The Palm Bank CEO, Chris Anderson, and Senior Vice President, Mark Lopez, strongly believe what makes The Palm Bank different is their ‘old fashion’ personal approach, something often associated with banks of yesterday and generally only found today in exclusive private banks.
Garcia Media helped the bank distill the bank’s marketing ideas into a distinctive brand voice by applying the Garcia Media W.E.D approach: the marrying of writing, editing and design, to create a classic production that captures the personality of
The Palm Bank brand. The annual report is process colors with metallic gold and gloss varnishes to bring the best out of the photographs and to add depth and dimension. The typography is classically elegant and the writing style friendly and direct.
The annual report is made up of two parts, the color booklet which doubles as the bank’s corporate brochure, and the one color accounts booklet designed to slip into a pocket at the back of the color booklet.