Umpqua Bank
Positioning a West Coast bank to deliver a more human customer experience through aligned brand and culture.
Role
Creative Direction / B2B
Industry
Bank / Internal Comms
Team
Copy
Problem
Umpqua Bank had built a strong, people-first brand—but as customer expectations evolved, the experience needed to evolve with it.
The company was undergoing a major transformation, but the brand and internal culture weren’t fully aligned with that shift. Employees needed a clearer understanding of what the new direction meant—and how to show up differently for customers.
Solution
Grounded in customer insights, we repositioned the brand around helping people feel more in control of their financial lives. We paired this with a cultural shift—from being “nice” to delivering meaningful expertise—and brought it to life through a cohesive set of tools designed for real-world use.
Delivered a suite of internal communications including:
Brand and culture guides
Manager and leadership toolkits
Coaching and training materials
Associate engagement tools and resources
Storytelling framework and narrative platform
Learning and development content
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