CONTEXT
The merger of BancorpSouth and Cadence Bank posed the challenge of creating a unified brand that could effectively communicate a distinct value proposition. It needed to blend the strengths of both legacy institutions while presenting a fresh identity that resonated with customers and communities throughout the southern United States.
APPROACH
To meet this challenge, extensive research identified common strengths such as personalized service and community engagement. These insights shaped the new brand promise: “Ease your day. And your mind.” The visual identity, including a modern reinterpretation of BancorpSouth’s gumtree logo, honored the past while signaling innovation and unity under the Cadence Bank name. A comprehensive rollout plan included robust communication strategies and employee engagement initiatives to embed the new brand ethos across the organization.
IMPACT
The result is a cohesive and human-centric financial services organization that merges the best elements of BancorpSouth and Cadence Bank. The new brand has garnered enthusiastic responses from thousands of employees and customers alike, earning accolades and reinforcing Cadence Bank’s position as a leader in its market.
The sonic logo reflects rhythm and harmony through Man Made Studio’s use of repetition and organic instrumentation in the music. Featuring clapping, wood percussion, and low hits on a tree stump, it creates a unique, warm sound that evokes a sense of togetherness.
The video animations were designed for advertisements, emphasizing customer focus and aligning with the campaign theme.
One of four campaign videos featuring stock footage, custom motion graphics, and the complete Cadence theme music.
Role: Design Director (concept development process, video editing, motion graphics, audio mixing)
Agency: Tenet Partners
Team: Beth Flom (Senior Partner, Strategy), Andrew Bogucki (Senior Partner, Creative Director), David Garcia (Partner, Design), Annick Wydooghe (Design Director), Kellan Williams (Senior Partner, Data Science), Andrew Douglas (Director, Editorial Services), Natalie Jorgensen (Account Manager)
Awards: 2024 REBRAND 100 (Enterprise Rebrand), 2022 Transform Awards (Bronze)
