One of California's largest banks had a hard-earned reputation for customer service. However, research revealed the bank's dedication to both business and retail markets led to an unfocused brand position.

Under the central idea: "invest in you", we sought to unify the bank around their core belief - that the value of a person goes beyond their money.

Union Bank began an honest, one-on-one dialog with its customers. We created a singular look, a fresh copy style and introduced a sincere voice in actor, Robby Benson. And we saw awareness and financial performance soar. Turns out respect for the customer is a smart way to run a bank.