< Work

Community First Bank

Design Lead: Brand Identity · Web Design  · Stationery  · Collateral

From depositing that first paycheck, opening a college fund for the kids, or running a small business, Community First Bank is there. It’s a legacy embodied by the people the bank serves—the individuals, families, and businesses that make the Tri-Cities community strong.

Banks are tricky rebrands. By nature, the institutions are conservative (some more so than others). Move the needle, but satisfy all stakeholders. It’s tough. You need a strong strategy to get it right.

Our team spent a lot of time on the ground in Tri-Cities, Washington, talking with bank customers (big and small), employees, and leadership. We had to see the story from all sides to nail the rebrand. 

Original Logo

Through strategy to brand and identity development, we arrived at a simple yet refined result. Clean, minimal, modern, and flexible. A new look for a legacy built on decades of trust. We deployed the brand across all touch points: digital identity, signage, marketing collateral, product pages, and internal documentation.

The new logo—symbolic of the Tri-Cities and the confluence of the Yakima, Snake, and Columbia Rivers—needed a unifying design system that would encompass the diversity of the bank’s demographics. Creating a secondary tagline, “Banking on what counts,” we used the logo to dynamically express the trust, partnership, and reliability that Community First Bank embodies.