As Valley Bank set its sights beyond its community banking roots, it needed a brand that could reflect a more sophisticated, growth-oriented future—without letting go of what made it trusted for generations.
I partnered closely with the strategy team and Valley Bank’s in-house creatives, leading collaborative work sessions and guiding the development of a refreshed identity system that worked with the existing logo. We turned static elements into dynamic tools, introduced a more elevated photography style, and created a refined suite of illustrations to match the bank’s evolving ambitions.
To empower their internal team, we built practical creative tools designed for day-to-day use—and activated the new brand through a launch that inspired employees to see themselves as part of something bigger. Valley Bank’s new identity now reflects the scale of its vision and the heart of its people.