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Six related brands gain distinction

Central Bancorp

Central Bancorp is a locally owned family of integrated financial services with locations across Colorado and New Mexico. The parent brand, Central Bancorp, plus their five affiliated companies offer a single source for financial services spanning wealth management, mortgage origination, insurance, and full-service banking. They offer the benefit of comprehensive, personalized financial care, while their community focus means they are invested in long-term relationships.

But with six brands housed under the same look and feel and accessed through one website, it was difficult for their differing client types to truly receive the personalized services each Central Bancorp brand offers. The company needed to create distinction between their business units without losing the equity of the parent brand.

I have worked with many agencies over the years. Diverge stands out with their unique blend of professionalism AND creativity. We have a specialized set of businesses that needed a mix of continuity and distinction between each brand, and I was very impressed with their ability to create a cohesive, fresh strategy and design for our businesses.

— Jill Johnson, Vice President, The Corundum Group

The Same, but Different

We developed a brand platform that contained both shared and differentiating characteristics. The platform is supported by a monolithic brand architecture system with clear linkage back to the master brand. With a common corporate vision and mission, it was critical to create unique value propositions and brand character to establish distinction between the brands. The design systems brought clarification and distinction to each of the divisions with their own individual personalities and voice.

To further reinforce each brand’s individuality, we transformed their existing website that housed all brands into six individual sites for each business. The sites are a key tangible expression of the strategy, building stronger recognition and engagement in a meaningful and relevant way for each audience segment.

The whole process has been incredibly smooth and enjoyable. Our new branding and websites are something each business unit can own and build upon.