Cross River
Banking Untangled
BRAND POSITIONING VISUAL IDENTITY SALES & MARKETING SUPPORT
Cross River was established as a single-branch charter bank in New Jersey in 2008. Even back then, the founding executives had clear visions of “Banking As A Service” and were developing technology for it. By 2015, the tech they built was already the backbone of many fintech companies. At this point, they recognized they needed to update their brand presence in the marketplace. They poached a senior marketing executive from American Express to be their new CMO, and in turn, she brought in The Nation.
We came on board working directly with the CEO and senior executives to craft an innovative brand strategy. We needed to straddle their identity as an FDIC-insured bank and that of a leading-edge tech firm, creating backend networks that power millions of everyday transactions.
The old logo not only had brand equity but it held deep meaning for the CEO and team. Instead of creating a brand new logo, we took the story and the essence of the original and transformed it, bringing a sense of modern sophistication.
From there, we developed a comprehensive Visual Identity system that is reflected in the new website, digital presence, and marketing materials. We also developed signage and environmental graphics for their corporate office space and branches.
Brand Launch Video
During the launch of the new branding, we produced a new brand video that truly captured the company's essence. The video showcases the company’s commitment to constant innovation, how it is constantly seeking growth opportunities, and how its product solutions allow it to stay ahead of its competition.
A long term partnership
We are privileged to have this long term partnership with Cross River, and over the years we have done all sorts of branding and marketing projects. The bank has grown fivefold since we started with them in 2015. In 2020, they purchased a building overlooking the George Washington Bridge to house the ever-growing staff. The Nation was on hand to work with the architects and develop graphics and branding for the new global headquarters.
