New Carlisle Federal Savings Bank turns 135 this year. With branches in two neighboring cities and plans for a fourth branch, the time was right to reimagine the brand. They reached out to Hucklebuck in the Spring of 2018 for a branding project with the goal of creating a new brand identity and overall visual brand language for the first time in 50 years.
Our goal was to create an identity that would update and clarify the perception of the bank. Establish messaging that reiterates the local focus that the bank has for the communities it serves. Communicate that being a local bank doesn’t mean you have less to offer.
After a discovery process that included internal interviews and external surveys, we knew that the advantages of a true local bank would resonate. Our final tagline “Local. Not Limited.™” came up in an early meeting and stuck. We feel it’s a bold and simple way to push back on the negative misperceptions of banking local. We created a logo that modernized the current monogram while retaining a classic feel. The visual brand language incorporates a tweaked core color palette with the addition of a warm secondary palette to communicates the relational interactions that you have with NCF. We decided to officially trim the brand name and simply use “NCF” vs “New Carlisle Federal” to avoid any location confusion that exists. As a package, the new branding is setting the bank up for many more years of local impact.
In 1933 John Dillinger’s first bank robbery happened in New Carlisle, Ohio at a neighboring bank. It can be assumed that NCF deposits shot up that week due to security concerns.Launch Project