Amalgamated Bank was founded in 1923, on the idea that hardworking people and their families deserve access to top quality yet affordable banking. We helped them bring this commitment into the 21st century (and beyond).
Amalgamated Bank was New York City’s first labor bank. Until this time, banks were responsive almost exclusively to the needs of corporations and wealthy individuals. We were asked to leverage a rebrand of the bank by design agency Pentagram—with a focus on recreating their banking platform, to align with design, communications, compliance, PR, social media—in short, all physical and digital experiences for the bank.
Amalgamated also saw an opportunity to engage socially conscious individuals in dialogue around key topics such as workers’ rights, living wages, union advocacy, immigration, financial education and corporate governance & accountability. So we set up various communication channels to not only deliver their core service, but also elegantly bring together and transform the communities they engage. In the first couple weeks since launching their Facebook following grey from a few hundred to over 12,000.
The majority union-owned bank is rolling out a major rebranding this week, including a new slogan and logo. “It’s really part of our effort to broaden ourself beyond our traditional base of unions and their members,” Mestrich said. That means attracting younger customers -- and working with Rock The Vote meshes with that goal. The “cutting-edge” initiative is illustrative, Mestrich said, of how Amalgamated wants to move on from “an era where maybe we were a bit of a sleepy service provider.” The ideal: Being seen as a more “technologically astute and savvy bank.”