3W Studios

Darby Bank
A Refreshing Change

Darby Bank engaged Kidd Group and 3W Studios to take it through the life-changing process of rebranding itself. From the logo down to the branch promotions, Kidd Group engineered an award-winning revolution.

The new logo drew inspiration from a company mantra that surfaced during the branding process. ICE-T was an acronym that the staff used to hold themselves to a high standard of excellence. By expanding this to ICE-TEA, we had the ingredients to brew up a new flavor for the brand mark.

With the tea leaf in place, the stage was set for the new tag line: A Refreshing Change in Banking. The visual? That southern staple, iced tea. Cue campaign execution, with everything from newspaper advertising to branch signage, promotional items to the website, billboards to TV and radio. The website redesign included a new interface for Darby's online banking solution, and new visual design. The results took Darby Bank from a local bank to a regional force in banking.

The work also won critical acclaim, winning several ADDY awards, an honorable mention in the 2007 ReBrand competition, and First Place in the American Bankers Association Marketing Awards competition.