Project Summary

With its acquisition of Merchants Bank, New Jersey-based Valley National had access to the important New York City market. Not only could Valley National obtain new customers, it could also better serve existing customers who lived in its New Jersey markets and worked in Manhattan.

A major challenge: the Merchants' branches were mainly commercial, not retail in nature. In addition, Valley National sought more than just an architectural renovation. Recognizing BrandPartners' strong design and marketing orientation, Valley National tapped BrandPartners to create retail positioning for its new Manhattan locations.

The former commercial branches have been transformed through a mix of interior changes and merchandising elements that feature dramatic visuals and strong text graphics to convey the Valley National brand. The program has helped Valley National leverage its commercial customer base and attract a broad new stream of clients in this important growth market.