Client:
Roger Ludemann, TierOne Bank

Overview:
First Federal Lincoln Bank changed its name to TierOne Bank in February 2002. We had been considering changing the name of the bank for several years. Our company had literally outgrown our old name and we felt it was time to build a new foundation for the future.

Strategy:
Ayres Kahler was very involved in our re-branding process. Once a name and graphics package was determined with the help of our corporate identity support group in Denver, Ayres Kahler was given the responsibility of helping us introduce the new brand. Ayres Kahler did an excellent job of putting together the ad materials and public relations announcements in what turned out to be a seamless and very successful transition to our new name and brand identity.

Creative Work:
Ayres Kahler was exceptional at putting together our introductory ad campaign. Creative team members carefully analyzed the new brand identity as well as our bank's position in the market. They then came back to us with a complete campaign recommendation and signature line. Our new positioning statement "TierOne Bank.Taking the Extra Step" has worked exceptionally well not only in the introduction of the identity, but in the day-to-day effort to build market awareness. Employees of the bank have also embraced the new concept and we have been very pleased with the results.

Ayres Kahler developed all the television, radio and print materials for this major brand identity introduction campaign. They were a great partner in this very important process as we build for the future of our 95-year-old financial services institution. More about the TierOne account:

PR Case History
Client Work
TV Commercials
Ayres Kahler Creative Services
Ayres Kahler Public Relations Department
Ayres Kahler Media Department