Brookline Bank Integrates Community Feedback to Refresh Sponsorship Look
Brookline Bank partnered with Soofa in November 2019 as our title Sponsor to launch Brookline’s first network of neighborhood news feeds. This sponsorship presented the perfect opportunity for Brookline Bank to make an impact on the community where their customers live, work, and play. By launching Signs with custom Brookline Bank branding, the company is able to provide a resource to the community they care about, while also establishing their brand presence in every major neighborhood in town.
Throughout a sponsorship term, Soofa conducts regular field testing as well as informal interviews with community stakeholders to collect feedback for sponsors on the perceptions of digital advertisement, creative and branding, and value of the Signs in the community. This helps us refine the sponsorship throughout the course of the partnership to make it as impactful and positive for the community as possible!
While field testing, we learned that despite subjective color preferences, people had positive associations with the Brookline Signs’ branding. Overall, it was clear to surveyed community members that Brookline Bank was sponsoring the Brookline Soofa Signs. We received feedback from community members that they would like to see a more fun, artistic design for the next iteration of the static branding that matched the historic feel of the Town. Although they appreciated the aesthetics of Brookline Bank’s branding, community members wanted something that showed off more Brookline pride.
Brookline Bank took this all into consideration, and ultimately decided to move forward on a branding concept we coined as “Brookline Defined,” which takes a fun, illustrative approach to capturing the culture of Brookline, while still featuring the bank’s branding–even including the historic S.S. Pierce Building where the local branch is located. On the back of the Sign we swapped out wayfinding to highlight fun facts about the area, which can be appreciated by both residents and visitors.
Immediately after the installation, the community noticed!
“I was just in my neighborhood and noticed the Soofa sign in Washington Square in front of the former Dunkin’ and it had the new Brookline Bank panel on the back. I love it. I love the artwork at the top and it has highlights of the town with instructions on the bottom. A fantastic step forward.”