Trustmark National Bank
Building trust
Serving customers in more than 150 locations, Trustmark focuses on providing financial services to individuals and small businesses.
Challenges
First National Bank of Jackson, Mississippi required a comprehensive brand strategy to unite its numerous subsidiary identities and strengthen its image in the financial marketplace
Actions
Created a masterbrand linking the parent with all subsidiaries, introducing the name "Trustmark" as the common brand
Developed a new and distinctive logotype to communicate strength and multifaceted financial services
Gained employee support for the new identity program through a detailed internal introduction and education strategy