Valley Bank Brand Refresh
Valley Bank wasn't being seen for what they truly were—a sophisticated commercial bank built for growth. Their brand was signaling retail banking and one-off transactions, when in reality they offered comprehensive advisory services and deep commercial expertise. They needed a refresh that would position them as a strategic partner while keeping the warmth and community connection they were known for.
The rebrand began with refining the logo into something more unified. The 3-color version created consistency issues across materials and vendors. Moving to a deep navy blue elevated the brand with sophistication, ensured flawless reproduction, and gave us the versatility needed for a modern, multi-platform identity.
The rebrand also addressed typography, turning it into a recognizable brand element that struck the right balance between humanity and functionality across all printed collateral.
Digital and social platforms required better legibility and ADA compliance than Juana could provide. Working with the UX team, I led studies that identified IvyPresto Headline as the ideal solution, while keeping Tellumo as a secondary typeface.