Salem Five Bank Rebranding

Rebrand Salem Five Bank to differentiate it from the many other banks in the market. Come up with a human and modern tagline. People are busy doing everything else in their lives, they are anxious, baking should not be part of this anxiety.

Create a really empathetic and human campaign. All ties down with the new tagline “Let’s Uncomplicated Money”. The tv ad shows how money should not interfere with your life. Print ads are black and white portraits of people focusing on their eyes “the key to your soul”. The blue circle is meant to be a thought bubble where people express their inner thoughts. (in this case about money)

A lot of station dominations, in train posters, commuter rail signs, all social media and even their first tv commercial they had done in 5 years.

Banks are not easy, this was a pleasure to work with, they let us explain the Human Truths related to money.


Associate Creative Director / Art Director / Design / Conceptualization / Idea Creation / Social Media Ideation


Salem Five Bank


December 2016


Print, TV, Social Campaign, Station Domination, Wall Designs, Social Videos

Creative Team:

Jonathan Plazonja, Michelle Ellis