Ascend Bank
Overview
The Challenge
Ahead of its 150th anniversary, Guilford Savings Bank (GSB) saw an opportunity to evolve. While deeply trusted
in its local community, the bank’s brand didn’t reflect its modern, tech-forward approach or resonate with new audiences.
The Solution
Looking toward the next 150 years, we reimagined GSB with a new name, visual identity, and messaging platform. As Ascend Bank, the brand builds on its legacy of exceptional local service while helping clients move confidently toward their goals.
Inspired by direction, wayfinding, and momentum, the new compass-like logo reflects the brand’s forward-looking approach. The tagline, “Elevate your financial journey,” reinforces Ascend’s commitment to personalized guidance, while an honest and humorous messaging platform acknowledges that every client’s financial goals are uniquely their own.
Contributors:
Rebellion Group
Art Direction & Design: Kevin Skrocki Creative Director: Justin Girard Associate Creative Director: Kevin MacPhee
The opportunity was bigger than creating a new look for GSB. It was about evolving the brand to reflect how people bank today. As financial needs change throughout life, the brand should move with them. This became the foundation for Ascend: a brand built around progress, direction, and moving forward.
Upward and Onward.
The mark’s simplicity allows it to adapt across scales and applications, creating a visual language that stays recognizable while flexing to fit each experience.
A Unified Brand System
From brand guidelines to product screens, the system gives Ascend a consistent way to show up with clarity, confidence, and room to grow.
