Banking on a Better Brand

California Bank

of Commerce


Our Role

Project Overview


California Bank of Commerce (CBC) is a highly accomplished business bank that funds growth and solves complex problems for its clients. But how its brand showed up in the marketplace was inconsistent with its true value. It needed a forward-thinking, sophisticated brand presentation and a corresponding campaign that matched its role as a leading expert in commercial banking.


AMF Media Group began with market research and a full brand assessment, then applied our findings to create a new look and messaging that better expressed the bank’s premier position. We developed the strategy, vision, creative, goals, metrics, final deliverables and media buys for the relaunch of the brand. We positioned the bank as a thought leader through benchmark reports and events — all centered around the concerns and needs of business owners.


Television, radio, print, outdoor and digital advertisements, as well as earned coverage, ran across a slate of business-focused media outlets throughout Northern California, increasing customer reaction and response.


industry-targeted television spots produced




clicks over




“California Bank of Commerce has built its reputation on being the premier business bank in Northern California. With that success, we recognized our brand identity did not align with that image. The AMF team reinvigorated our brand positioning, identity, and look and feel to match our forward-thinking approach.”
– Steve Shelton, President & Chief Executive Officer


Brand Identity

AMF established a sophisticated new look for the forward-thinking business bank. An inspiring new logo, a bright, gold-centric color palette, and updated modern typography all embodied CBC’s commitment to serving businesses through professional and straightforward client service.


AMF created three high-quality broadcast commercials that spoke to business executives in the professional services, manufacturing and construction industries. The message was clear: California Bank of Commerce is the Premier Business Bank built, designed and focused on serving businesses.


The new identity was implemented through a new website designed to house a wealth of information regarding the bank and its service offerings.


The sophisticated new CBC stood out in the marketplace with thoughtful television and radio commercials, print advertisements, digital advertising and earned media stories.

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