Fueling growth for a community bank
Union Savings Bank
BrandDesignDigitalMarketing CampaignNew Product LaunchesPrintResearchStrategy
When a 150-year-old Connecticut mutual bank sought to amplify its presence, they turned to Doublespace for fresh energy. Following a 2021 competitive review, Union Savings Bank appointed Doublespace and Oberland as Agency of Record.
Doublespace reimagined USB's brand, updating its positioning, and adding fresh colors, fonts, and graphic elements while honoring their logo. The partnership includes multiple annual campaigns where Doublespace develops strategy, creative concepts and visual look and feel across paid social, display, email, digital screens, and multiple print projects.
This collaboration has helped USB double its assets to over $4 billion.
Brand Strategy
Through extensive research, Doublespace and Oberland crafted USB's refreshed positioning: "Success Your Way, With Our Help." This strategy acknowledges how today's consumers uniquely define financial success. Doublespace evolved the bank's visual identity toward a more modern aesthetic, with a complete rebrand remaining a future consideration.
Simultaneously, Doublespace completely transformed USB's wealth management division to compete effectively against more prominent industry players. This comprehensive rebrand included market research, value proposition development, positioning strategy, renaming, logo design, brand guidelines, and a full suite of marketing collateral—all designed to establish a distinctive presence in a crowded financial marketplace.
Campaigns
Doublespace and Oberland plan, create, and execute all advertising campaigns for USB across all of its lines of business: retail, business, commercial, and wealth, plus targeted product campaigns. Depending on the campaign, media channels used include CTV/OTT, streaming audio, OOH, programmatic display, paid social, SEM, email, direct mail, and print. Success is measured on a combination of KPIs addressing both media and business goals.
Doublespace has also created experiential campaigns to drive local awareness and engagement and targeted campaigns to support specific products and services.
FutureTrack
USB's FutureTrack launch democratized financial coaching for financially-conscious 25-35-year-olds seeking personal security. Our integrated campaign used comedy and visual puns across multiple platforms to showcase how coaches guide clients through key financial milestones.
The campaign resonated powerfully with audiences, delivering exceptional results: Q1 2023 brand research revealed above-average scores for believability and motivation to act, while digital channels demonstrated remarkable engagement—over 9% on Facebook and Instagram and between 5-21% for video content. This performance significantly exceeded financial industry benchmarks for similar campaigns.
600 REASONS
USB's Spring '24 checking acquisition campaign centered on Access interest-bearing accounts with an enticing "up to $600" offer that complemented Essential and Core checking products. The creative approach cleverly highlighted "600 reasons" to open an account, showcasing key relationship-enhancing features like Early Payday.
The integrated campaign deployed across CTV, radio, paid social, display, SEM, and in-branch promotions, delivering exceptional results: exceeded new account opening goals with Access accounts surpassing targets, 20% YOY campaign lift, and impressive media performance.
Design
Over the past five years, Doublespace Studio has delivered over 450 design projects for USB. Our comprehensive work spans both digital and print touchpoints across all bank communications.
The studio's diverse output includes the annual report, digital assets (ATM/Zim screens, web tiles, email headers), social media content, webinar promotions, branch materials (signage, flyers, posters), corporate communications (presentations, one-pagers, brochures), and campaign collateral supporting community initiatives.
Through consistent design execution, we've helped USB maintain a cohesive brand presence while effectively communicating its customer service commitment and community values.
The Wealth Group
When USB needed to refresh its wealth management division, it turned to Doublespace for a comprehensive repositioning. Through our discovery, including internal interviews and competitive analysis, we developed a forward-looking value proposition and brand positioning.
We refined the name to "The Wealth Group" and created a sophisticated visual identity reflecting these premium services. This foundation supported comprehensive brand assets: marketing collateral, client folios, presentation materials, direct mail, event invites, advertisements, and digital elements.
The complete transformation elevated the perceived value of USB's wealth services, demonstrating Doublespace's ability to deliver brand work that reshapes market perception beyond traditional campaigns.
