Sound Decisions. Stronger futures.
The creative direction embraces home bias, capturing a local Americana sense of domesticity. It highlights the value of hard work with soft colors that support local businesses, while serifs add a classic-modern, historic touch. I used softer tones to evoke comfort, easing the stress often associated with finances. The photography follows a raw, authentic style to ensure a cohesive and genuine feel.
The Identity
How did I convey commitment, support, and, most importantly, a feeling of security? Using cool color tones helps create a soft, comforting design. The use of a serif font brings a traditional element to the modern logotype and glyph, helping balance both a traditional and modern aesthetic. The rounded edges, patterns, and circles convey wholeness while remaining welcoming and friendly. The combination of strength and softness was a key driver in this creative approach. Using patterns created a sense of stability while pairing well with the blue and soft red tones of the brand.
The Summary
The messaging highlights local businesses and promotes entrepreneurship through social posts that build trust and connection. Design elements and textures create a cohesive, people-first brand. Core values like “Trust,” “Understanding,” “Support,” “You,” and “Guidance” position Sound as the bank that empowers smart decisions and stronger futures. If launched, the campaign would spotlight local entrepreneurs—reinforcing Sound’s commitment to those driving small business growth.
