The Assignment:

South Shore Bank conducted a successful brand-launch campaign with TBG in 2021, raising the bank’s awareness in the market by 700% with its business audience, and by 66% with its consumer audience.  A key component to that campaign was ensuring the audience knew that South Shore Bank was a mutual bank. This differentiator meant the bank’s success benefited both their clients and the community.

For the 2022 campaign, TBG was tasked with maintaining this new momentum and enhancing the bank’s existing brand identity, as well as developing specific solution messages to showcase a deeper dive into what the bank can offer clients.


To tell deeper client and community partner stories, content partnerships were developed with Boston Magazine and WCVB. These showcased South Shore Bank’s commitment to the community and their clients with deep and meaningful content. Some examples of those stories are here:

South Shore Prioritizing Small Businesses
Partnering with City Fresh Foods
Navigating a Chaotic Boston Housing Market
Protecting Yourself from Fraud in 2023

The Audiences:

Businesses: Any sized business in search of loans or other financial support.

Consumers: Personal users interested in checking and savings accounts, as well as financial advice.

Our Solutions:

Leveraging the momentum from 2021’s “Success. The Feeling’s Mutual” campaign, TBG developed business and personal banking messaging across digital advertising, local TV, local out of home boards, bus wraps, print, and radio, all targeted to the bank’s geographical footprint.

Visually, TBG combined the bank’s diamond logo and secondary color palette to modernize the brand. TBG filmed at a local branch showcasing the FACE2FACE® virtual teller service, which allows clients to talk with a live person during transactions, a key differentiator emphasizing how clients can interact with a real employee for any banking need.

The business banking content uses real clients who are known in the community, encapsulating the bank’s mantra of “Sharing Success.”


Brand Level Creative

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Business Client Creative

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Personal Client Creative

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