Haventree Bank Brand Creation


Brand Stakeholder Engagement

Brand & Product Naming

Brand Identity Creation

When Equity Financial Trust began making plans to change over from a federally regulated trust company to a scheduled bank, they saw an opportunity to adapt to a new brand.

We were engaged to craft a name and brand identity for the new bank based on their new strategic plan. After a series of interactive workshops with key stakeholders, we were able to create a foundation for name development. This considered several factors, including resonance with their broad range of audiences: various consumer types, brokers, and financial industry experts. After a thorough process, the team was in full support of the name that tells different stories to people in all walks of life: Haventree.

We then shaped a new visual identity and tagline to fully support their new strategy and brand name, supplying the company with a suite of brand building blocks, so that no matter the touchpoint, the new bank’s audiences will have the same brand experience: friendly and modern – and feels like coming home.