Working for everyday heroes.

This positioning line was proposed to bring the bank’s remarkable history together with its current focus on community banking. It speaks of a real heritage, a hard-work ethic, and a sense of community. The logo was softened to bring it in line with the new brand. A color palette was derived right from the nature of Hawaii itself—evoking the theme of “sand and sea.” Visual elements were also uniquely Hawaii…organic floral imagery, native palaka fabric patterns. The voice spoke simply, directly, in a straightforward tone. And the brand manners friendly and welcoming…in the spirit of ohana.