Interstate Bank, a Chicago-based, community bank dedicated to small businesses and their owners, engaged Crosby Associates to create a new name and brand identity. To redefine the bank, we developed a name that recognizes their history as a committed community bank while modernizing their brand positioning. Through an extensive research process with the founder and executives, the name InBank was created to update its image, while maintaining the institution’s reputation with long-term customers. A promotional campaign introducing the newly refocused bank to the community features a bold, energetic voice and visual tone.