Southern First

Old school hospitality + new banking technology = Southern First

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That’s the formula that informed my positioning and messaging strategy for Southern First. The goal: To make one of the Southeast’s fastest-growing banks still feel like home.

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The new positioning gave direction for Southern First’s refreshed brand identity (an updated version of its iconic pineapple—a true symbol of Southern hospitality) and the messaging strategy and copy for its website redesign (where every page feels like a welcome mat). 

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See? Banking can be beautiful.