Vermont’s largest independent bank struggled to expand into the state’s most populated county. Our research revealed that the bank’s somewhat folksy and downhome brand look and feel was actually a real obstacle for many prospective customers and needed a complete overhaul. A full rebranding effort transformed the bank’s brand identity, digital strategy, creative advertising, staff training, and even branch remodeling. As a result, the perception of the bank immediately changed—sparking new consumer and business relationships and a 68% overall growth in market share in the targeted geographic areas.