Kasasa Take Back Banking Logo

Campaign: The marketing team at Kasasa lands on the concept of a new campaign to promote Kasasa accounts. The name of the campaign is Take Back Banking. The imagery is centered around scenes from a variety of hometown environments from urban, suburban and rural. A logo-like mark was needed to place into these scenes, illustrating the phrase “Take Back Banking” as the grassroots cry of the people. People who had come to expect more from their banks than the fees and unfriendly service of megabanks such as Wells Fargo. People who had discovered community financial institutions and their benefits as well as the Kasasa accounts exclusively offered there.

Solution: My roll in this project was creating the logo mark to be placed into the scenes. This involved the creation of something that had a grassroots, stencil-like feel, but also something that could stand as a more polished version on other marketing pieces where it would not be a piece of graffiti in the scenery. I turned to the fresh, linear feel of the arrow, which served as a simple way of illustrating banking being returned back to the hands of the people. I chose typefaces that had subtle rounded edges at the corner to suggest a stamped or transferred ink or paint feel. The logo was very well-received and with some tweaks from our chief marketer and art director, the Take Back Banking logo was born. Below find my original design as well as how the marketing team ultimately applied it to the campaign.