Description
Driven by a deep-rooted connection to the Queens community, I undertook a self-initiated, conceptual exploration into the rebranding and strategic repositioning of Flushing Bank, a local financial institution.

Concept
The objective was to modernize the brand's identity while cultivating a sense of renewed optimism and empowerment among its clientele. By using "CASH", I proposed 4 pillars of integrity: 1) Community, 2) Accessibility, 3) Stability, and 4) Humility.

Execution
As part of this comprehensive rebranding effort, I developed a headline typeface exclusively for Flushing Bank. Furthermore, I translated the revitalized brand identity into a targeted advertising campaign, centered on the thematic pillars of 'Plan Again,' 'Live Again,' and 'Dream Again,' designed to resonate with the aspirations of the bank's customers.