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Case Study: Union Bank

Rebranding a legacy bank including new, branded product lines to successfully break into a new market.


United Bank, a legacy bank with headquarters in Lake Odessa, MI known for primarily serving rural clients and farms, was looking to expand their clientele beyond the farming community and break into the Grand Rapids market. United Bank engaged The Image Shoppe in 2018 as their brand-marketing partner to ensure a successful and strategic brand launch into a much different demographic. To become a viable player in this larger market, Team TIS led with a strategic approach to determine how best to enter this new market while not ostracizing their loyal rural clientele. We then crafted messaging and a rebrand to meet the needs of both audiences with the Make Build Grow theme, including the creation of all-new product-line brands to distinguish themselves from competing financial institutions in the market.


Rebrand including updated messaging, imagery, fonts, color palettes, brand narrative and more

Designed all-new branded product lines to create stronger brand loyalty within current customers and brand recognition within their new target market

Updated visual assets across all digital and print platforms to showcase their local customers and appeal to the metropolitan Grand Rapids market

Helped Union Bank achieve a record-breaking year in 2019—the first time since pre-2008



Union Bank has been a strong rural brand in the Lake Odessa community and surrounding areas for nearly a century, but they recognized the importance in extending their reach to a broader audience to remain a strong contender amongst other area banks and credit unions. While the desire to expand was strong, we had to ensure the brand would retain customer loyalty with their rural clientele while also appealing to the more metropolitan Grand Rapids market.


  • Updated visual brand and language across traditional and digital campaigns, including new fonts, color palette, imagery and more
  • An updated brand narrative, implemented throughout all print and digital assets
  • Annual report creation with updated brand language and design elements
  • Updated branded product lines for mortgages, home equity loans, farm loans and small-business loans


Union Bank had a record-breaking year in 2019, after the launch of their rebrand—which has been strongly received in the new Grand Rapids market as well as with their legacy clients.