The Assignment
CalWest Bank, a California-based community bank, needed a direct mail postcard and companion flyer to promote a special Money Market Savings offer while remaining consistent with the bank’s established brand identity. The objective was to communicate key account benefits, qualifications, and branch information in a clear and engaging format while ensuring all marketing materials aligned seamlessly with existing branding standards and customer expectations.
The Creative
The direct mail piece and flyer were developed as extensions of CalWest Bank’s existing visual identity, incorporating the organization’s established color palette, typography, photography style, and graphic elements. Maintaining brand consistency was essential to reinforce recognition, trust, and professionalism across multiple marketing touchpoints while presenting the promotional offer in a fresh and compelling way.
Lifestyle imagery representing family, education, future planning, and financial security was carefully selected to connect the savings offer with meaningful life goals and aspirations. Strong visual hierarchy, bold typography, and strategic use of color help draw attention to the featured interest rate while supporting information is organized for easy readability. The postcard was designed to quickly capture attention in the mailbox, while the flyer provided a larger format for displaying detailed offer information and branch locations.
The final campaign successfully balanced promotional impact with brand consistency, resulting in a cohesive set of marketing materials that reflected CalWest Bank’s commitment to helping customers achieve their financial goals while strengthening the bank’s established presence throughout Southern California.
CalWest Bank served communities throughout Southern California before being acquired by Bank of Southern California.