Citizen's Financial Bank came to us with a problem: a name and identity that no longer reflected the company they had become. Compounded with that, a certain amount of legacy had to be maintained to continue the 75+ year history of the institution in the new identity and name. To do this, we worked closely with the CEO, Chairman and VP to interview key staff and clients to gather insight into the current brand and their desires for the future. The finished product connected enough of the legacy of the previous name and identity while moving them into the next generation.