GREAT MIDWEST BANK ⎯
SEASONS OF SIMPLY GIVING
CLIENT: Great Midwest Bank
ROLE: Brand identity
DATE: 2023
THE GOAL
Great Midwest Bank launched a seasonal charity initiative focused on supporting local community efforts throughout the year. I was brought in to create a distinct, standalone identity for the program, something that would communicate heart, joy, and community involvement without feeling overly corporate or overly polished. The goal was to bring warmth and recognizability to a cause-driven campaign while staying loosely tied to the parent brand.
THE STRATEGY
To capture the emotional tone of the initiative, I leaned into a playful, hand-crafted aesthetic that would reflect the spirit of giving back. The brand system is anchored in a set of hand-drawn illustrations that form flexible patterns, representing people, tools, and symbols tied back to the bank's community work.
For the logo,I replaced the “V” in “Giving” with a hand-drawn heart, emphasizing compassion. I then floated the word “simply” above it in a loose, off-center arrangement, suggesting a human touch and a bit of joy. The result is an identity that feels friendly and full of heart without sacrificing polish or clarity.
THE OUTCOME
The final identity system gave the campaign a consistent and approachable voice, helping Great Midwest Bank show up as a community-first institution that supports local causes with genuine care. The illustrations, color palette, and typography created a tone that was both heartfelt and professional, making the campaign more effective across social media, print signage, and in-branch displays.