As a small community bank, Northwest Bank enjoyed a loyal customer base and a strong reputation for outstanding personal service. When the bank seized an opportunity to expand its footprint through acquisitions in neighboring states, the corporate name was simplified to just "Northwest." The shift was supported by a targeted brand rollout to introduce the culture, vision and core principles to all new team members and the public. The goal was to express Northwest's belief that a full-service financial institution can, and will, still respond to customers with the care of a small community bank.

Northwest representatives identified business customers who would be willing to share the story of how Northwest has helped them build and grow their business. On-location shoots were arranged at seven locations to gather footage and conduct interviews. These elements were then used to craft short videos to support social media promotions and/or new employee training sessions.