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Southern First

A Story of Strategy-Inspired Design

Refreshing a brand to mark milestones and bring new energy to a regional bank.

Southern First Photography


A Big Birthday Brand Refresh

Southern First, a relationship-first bank in the Southeast, was looking for a brand refresh for its 20th anniversary and the opening of its new corporate headquarters.

Logo Annotation Southern First

The Challenge

Staying relevant in a competitive category

Banking is a highly competitive industry and solid brand differentiation and positioning is imperative. When you get down to it, most banks offer a fairly similar suite of products. Southern First’s 20th anniversary was a perfect opportunity to reground themselves in their brand essentials and refresh how they show up in their markets.
Southern First Logo Before

Logo Before

Logo After

The Strategy

Understanding Customers Builds Stronger Brands

Fully understanding the relationship between Southern First and its customers equipped the creative team with the information needed to deliver the best results. We invested the time to understand the customer, the bankers, and tellers and identified unique opportunities in the customer experience. This provided rich insights that inspired an impactful direction for the new branding.

Competitive Analysis
Southern First Debit Card
Southern First Guidelines

The Results

A Brand Identity that Reflects True Brand Essence

We are all energized by our new logo and website! Both are modern and fresh while keeping the Southern First spirit and core intact, which is exactly what we were looking for. And they seem to really resonate with our clients and community members too.”

— Cal Hurst, EVP, Chief Banking Officer | Southern First Bank

Stand out in the most crowded of markets

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