YOUR FRIENDLY NEIGHBORHOOD BANK
A truly regional bank, OneWest is headquartered in Pasadena, California. In early 2010, Davis Elen was hired to launch the OneWest brand across its Southern California footprint. DE took the bank’s One Person at Time brand promise and created a multi-faceted media launch. Images of SoCal natives popped up on billboards, television and the web. We took the Orleans hit song, Still the One and turned into a customer service anthem–You’re the One.
THE COLOR OF MONEY IS PURPLE
There’s nothing more local to Southern California than the Los Angeles Lakers. So Davis Elen negotiated a high-profile Lakers sponsorship with on-court and off-court activations. Fans could pay their bills with Lakers checks and even carry a (DE designed) Lakers debit card or credit card. We helped develop and execute an exclusive rewards program allowing OneWest customers to earn once-in-a-lifetime Lakers experiences.
In 2015, OneWest merged with CIT Group and became OneWest Bank, a Division of CIT Bank, N.A. Now the largest bank headquartered in Southern California, OneWest wanted to deepen its roots in the local community. They wanted a new look that broke away from the usual “bank look” and would be an homage to the locals. Davis Elen’s solution was simple. Since OneWest is a neighborhood bank, why not create that neighborhood? So we formed a team of art directors, graphic designers and illustrators to literally create a cast of thousands.
We introduced our characters in a series of in-branch posters, capturing the customer’s attention when they are actively interacting with the brand.