Texas Grit

Relaunching an iconic Texas bank in a uniquely Texas way.

TEXAS CAPITAL BANK

The Challenge:

Texas Capital Bank, the largest bank headquartered in Texas, implemented a complete overhaul as a full service bank, offering expanded private wealth services, corporate and business banking divisions, and investment banking efforts. To make this new product set attractive to the Texas market, they needed to speak Texan.

The Solution:

The Texas market is unique, inherent with pride and a state ethos that hard work and determination pay dividends. To reach this audience, we framed a new brand launch around Texas Grit, speaking earnestly and with humility to prospective customers to earn their trust and their business. While most banks are afraid to use the color red (think earnings reports) and default to staid stock photography of banking transactions, we led with red and featured iconic Texas symbolism and a hardworking and humble tone to connect in a away only Texans can understand. And people noticed: Newsweek named Texas Capital Bank the Most Trustworthy Bank in America.