Case Study

Rebranding & Marketing

As Woodforest expanded into new markets, I led brand and marketing work that helped new branches feel immediately familiar and trustworthy. The program included brand guidelines, in-branch and out-of-home signage, and a scalable marketing system across print, digital, and environmental touchpoints.

Lead Designer VP, Marketing & UX Brand Systems Environmental + In-Branch Campaign Design Guidelines

Context

Branch expansion is a brand moment. Customers in new markets decide quickly whether a bank feels credible, consistent, and easy to work with. This work focused on building a cohesive identity and rollout system so new locations could launch with a clear, unified experience—inside the branch and across marketing channels.

Goal: make new branches feel “established on day one” by pairing a consistent brand system with practical, scalable marketing execution.

My role

I served as the Lead Designer and VP of Marketing & UX, owning end-to-end design direction and execution. I defined the creative system, produced key deliverables (guidelines + campaign assets), and partnered with stakeholders to scale the rollout across branches and channels.

The challenge

Expanding into new markets required both speed and consistency. Without clear standards and reusable assets, branch launches risked inconsistent signage, uneven messaging, and fragmented customer perception—especially across physical and digital touchpoints.

Design constraints

  • Scale: assets needed to work across many branches and formats without constant redesign
  • Consistency: unify in-branch, web, print, and partner-facing materials into one system
  • Clarity: quick-scan messaging and hierarchy for busy retail environments
  • Governance: guidelines had to be easy for teams to follow and approve

Approach

I built a brand system designed for rollout: clear rules, reusable components, and templates that could be applied across channels. The strategy prioritized brand recognition, message consistency, and practical constraints like production, placement, and readability.

  • Brand framework: defined visual hierarchy, typography, color usage, and photographic style
  • Guidelines: documented standards for logo usage, signage applications, and approvals
  • Campaign system: created adaptable layouts for new market and feature messaging
  • In-branch experience: applied brand consistently where customers make decisions—inside the store

Brand guidelines and system foundations

I developed foundational guideline content (palette, themes, usage rules) so teams could execute consistently—without slowing down launches.

Brand guideline spread showing primary color palette and color themes
Color palette + themes designed to support consistent execution across print and digital.
Brand guideline spread showing light and dark theme usage
Light/dark theme guidance to preserve contrast and readability across surfaces.
Brand guideline spread showing photographic style and logo usage
Photography and logo guidance used to align tone, representation, and brand consistency.

In-branch and environmental marketing

Branches are retail environments—messaging must be scannable, readable at distance, and consistent across multiple placements. I designed a set of in-branch and environmental executions that supported expansion while reinforcing brand recognition.

In-branch poster promoting Woodforest with bold headline and web address
Quick-scan headline and high-contrast layout for branch environments.
In-branch advertising creative promoting ATM deposits
Feature education designed for fast comprehension in high-traffic areas.
In-branch poster highlighting self service branch capabilities
Clear feature stack to set expectations and reduce confusion.

Campaign and partner-facing materials

For services that depended on partner awareness and customer education, I created campaign assets with clear steps and reassurance. The goal was to reduce uncertainty by making “how it works” immediately obvious.

Marketing creative explaining cash in at checkout with step-by-step instructions
Campaign creative: simplified message + steps to reduce friction and increase confidence.
Marketing poster highlighting Woodforest Second Chance Checking messaging
Consistent visual system applied to product messaging and customer reassurance.

New artifacts

Additional examples of branch expansion work across digital presence, print marketing, and brand governance. (Add these files to /assets/images/BranchExpansionandBranding/ and match the filenames below.)

Website hero promoting credit score feature with Woodforest navigation and call-to-action
Website hero: feature storytelling with strong hierarchy and clear call-to-action.
Website hero promoting credit score feature with Woodforest navigation and call-to-action
Website hero: feature storytelling with strong hierarchy and clear call-to-action.
Print brochure cover reading 'Your Business is Our Business' with Woodforest branding
Print collateral: cohesive brand message across small business offerings.
Architectural rendering of a Woodforest National Bank building with signage
Branch expansion: environmental presence and brand visibility on new locations.
Brand guideline slide explaining Woodforest logo components and usage
Governance: logo usage guidance to protect brand integrity across executions.
Brand guideline slide showing signage guidance and examples
Signage standards: rules and examples to keep non-branch applications consistent.
Campaign collage featuring diverse customers and message 'Our customers are why we are here'
Brand messaging: human-centered creative aligned to customer trust and community presence.

Outcome

This program delivered a scalable brand and marketing foundation for new-market expansion—clear guidelines, reusable templates, and multi-channel assets that kept the customer experience cohesive from “first impression” to in-branch interaction.

What I’d improve next

  • Template library: expand modular templates for faster rollout by regional teams
  • Governance: add a lightweight approval workflow and “do/don’t” quick reference sheets
  • Measurement: align branch launch assets with trackable KPIs (foot traffic proxies, QR/URL tracking, campaign lift)
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