Avidia Bank
Honest to Goodness
Avidia Bank is headquartered in Hudson, Massachusetts with 10 branches
across MetroWest Boston, and holds roughly $2.7 billion in total assets.
PROBLEM
Avidia blended into the regional banking crowd and had no clear way to stand out while trying to grow deposits against much larger competitors.
SOLUTION
We created a new campaign and identity with a distinct, candid voice that leaned into honesty and the reality of a commoditized banking industry.
OUTCOME
The work cut through the clutter, stood out in a crowded category, drove performance across the board, and increased deposits.
EXECUTION
Identity
Broadcast
Video
Digital
Social
Outdoor
In-Branch
Environmental
Radio
Website
Collateral
Bank commercials are the worst.
I know that. You know that. And thankfully, the clients did too. So rather than inflating their self-worth through exaggerated or outright fabricated differentiators, Avidia tells it like it is. No jargon. No overwrought "we're your neighbor" banking tropes. Just a refreshingly straightforward campaign. Oh, and a talking pig.
We created an illustrated world that gave the brand instant distinction and real flexibility. A set of characters represented the full range of Avidia customers, from small business owners to everyday banking, conveying approachability without saying it out loud. The system scaled effortlessly across TV, digital, print and social, creating a unified presence throughout the funnel.​​
