County National Bank

Print / Radio

County National Bank (CNB) is a community bank located in southern Michigan and is one of RjM’s longest-tenured clients. As a community bank, they are locally owned, operated, and have a directly vested interest in the growth of the towns and cities in which they serve.

Rostering a financial client at the height of the Great Recession in 2008 was not exactly “money in the bank.” We had to make sure people understood that CNB was much different than the multinational investment banks were responsible for the mess.

And while much of our work was centered around that aspect, we also were able to execute some fun pieces for CNB’s launch of their online banking services.

We first used the “The House That Jack Built” as a template to easily describe how banking with CNB directly helps the community in which people live. We then created another ad in the same graphic style, but with a more straight-forward approach to copy.

Though us “big-city folk” take online banking for granted, it was a huge upgrade for a small bank like CNB. So we used some exaggerated humor to tout its benefits to the people.