MIDDLESEX SAVINGS BANK

One brand platform, tailored market by market.

We wanted to capture the local authenticity too often missing from financial-services branding, while still creating a system that could scale. “Right There With You” gave Middlesex Bank a unifying idea that stretched across TV, social, digital advertising, in-branch displays, events, promotions, and other customer touchpoints. The platform stayed consistent across channels, but flexed to reflect the businesses, people, and communities in each market, giving the campaign broad reach without losing its local character.

Role: creative direction, art direction, design