With their acquisition of Pine Bank, Hemisphere National Bank needed to create a new brand identity. As part of that new brand, we introduced the new name, Republic Federal. Market research pointed to the bank’s high level of service as its strongest differentiator. Republic Federal’s total service commitment includes perks like bank representatives who come to customers’ offices, homes, or other convenient locations to address their client’s banking needs. In addition, the bank’s representatives speak over seven languages, adding to their ability to communicate more effectively with South Florida’s diverse population.
We wanted every aspect of the brand to clearly communicate that Republic Federal provides their clients with the most satisfying personal service experience, the best banking solutions and the “red carpet” treatment. To communicate Republic Federal’s total service commitment, we developed a brand platform built around a “red carpet” theme. The corporate identity, photo imagery and copy all use the idea of a red carpet to exemplify the VIP treatment the bank’s customers will receive. Our tagline, “Founded on Service,” further reinforces the bank’s superior service.