MetroBank Group formed in the wake of the 2008 recession, investing $250 million to save 12 Chicago-area community banks from going under. Twelve were quickly consolidated into five with the ultimate goal of operating as one bank under a single brand.
With over 90 locations and 100 years of history, the bank had a strong local presence and a retail footprint on a par with bigger national banks. But as strong as its presence was, there was no consistency. It was time for a unified brand.
Landor conducted extensive research, including market trend analysis and management interviews, to uncover the bank’s unique strengths. From our findings we settled on two potential concepts, created brand drivers for both, and developed in-branch and digital prototypes to test them online and in person.
Writing a new story
The final choice, Byline Bank, suggests both authorship and accountability, a company proud to put its name on everything it does. As authentic and confident as the city it calls home, Byline is devoted to helping the people and businesses of Chicago script successful futures.
The bank Chicago deserves
Byline Bank is by Chicago, for Chicago—and no bank knows the city better. As its positioning makes clear, Byline Bank exists to make Chicago a great place to live and work. Byline promises to work as hard as the people of Chicago to help them take advantage of their beloved city’s many opportunities.
A daily partner
Landor worked with a partner agency to build Byline Bank’s website, extending the brand’s look, feel, and voice online. We also developed the prototype of an app that delivers local weather, traffic, and transit conditions to help customers navigate their busy days.
The bottom line
Landor’s work helped Byline Bank return to profitability, setting it up for the first IPO for a Chicago bank since 2002.
“Landor was simply the best partner to help guide us through our branding and cultural change. They took the time to listen, to understand our business and our vision. In the end, their unmatched creativity helped create a unique brand that will differentiate our bank in a very competitive marketplace.”Megan Biggam, SVP of retail banking and marketing, Byline Bank