When you do it right, updating a strong brand is always a good investment

Rising star. Patriot is an East Coast community bank with branches in Southern Connecticut and Westchester County, New York. Since they opened their doors, Patriot has been dedicated to serving local areas with a complete offering of business and personal banking products and services. They’ve worked hard to represent the best values of a community bank and had a solid reputation as a committed community partner. But, like every brand, they were ready for a brand refresh capable of positioning them for growth over the next decade.


More than meets the eye. Yes, we updated the logo. But we learned, through research, interviews and our own anecdotal experience, that to be a true community bank, the Patriot brand had to represent more than a logo. It was the beginning of a conversation—a seal of approval, a promise and the assurance of a quality banking experience. So, to have a meaningful impact on communities, it also needed to live in Patriot associates and leadership—from what they do and say to the quality of service they delivered. We suggested, “Let’s make your commitment to the community shine” And Patriot was completely onboard.

The whole enchilada. This was brand building at its best. Beyond the logo, we infused a new sense of energy and engagement at all levels of interaction. From the website to the branch experience, we took a close look at everything and went about making improvements. We opened up the floor plan for streamlined customer interaction, enhanced the training process, and even rethought customer service associate apparel. We added event centers in select branches (free for the community to use) and helped Patriot highlight their focus on local businesses, nonprofits and municipalities. We also encouraged them to transition from Patriot National Bank to Patriot Bank so they could better highlight their local expertise and dedication to the neighborhoods they serve.




Growth in new loans and over 7% growth in new deposits, Patriot became just one of 13 new banks to join the Sandler O’Neill U.S. Small Bank All-Stars ranking among 435 publicly traded U.S. banks evaluated.

“More than a rebrand, it was an improvement to everything, from employee training, in-branch customer experience and even how we fulfill the promise of being a true community bank.”

Susan Neilson
Patriot Bank, N.A. Executive Vice President and Chief Operating Officer

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