Rosedale Bank

Competitors, both national and digital, were gaining ground with modern platforms, sleek branding, and aggressive marketing. Rosedale’s legacy name and identity no longer fully reflected its capabilities or commitment to future growth.

The challenge was not simply awareness. It was trust transfer.

Rosedale needed to move from Rosedale Federal Savings & Loan Association to Rosedale Bank in a way that felt like an evolution, not a departure. The new brand had to reassure longtime customers while reintroducing the bank to growth audiences seeking digital convenience, modern banking products, and a financial partner who could support life’s next steps.

Rosedale needed a new identity, one that signaled modern banking and personal attention in equal measure.

idfive helped Rosedale Bank build a modernized brand platform that honored its 116-year legacy while positioning it as a forward-moving, full-service financial partner.

The work began with a new name: Rosedale Bank. From there, we developed a refreshed identity, website, visual system, campaign platform, video and photography direction, and integrated paid media campaign designed to connect the bank’s history of personal service with the tools, guidance, and convenience today’s customers expect.

At the center of the campaign was a simple, flexible idea: ‘We’re here for it.’

The line was built to do more than announce a new name. It created a campaign platform that could carry Rosedale’s modernized identity while staying grounded in the warmth, reliability, and neighborly service customers already trusted. It spoke to local commitment, modern banking services, personal attention, and convenient access, all while reinforcing the master brand promise: Your Neighbor. Your Guide.

UX + Content Strategy

The website redesign became the foundation of the rebrand. Built for clarity, ease, and accessibility, rosedale.bank gives users intuitive pathways to the information and tools they need most.

Whether someone wants to apply for a HELOC, open a business account, explore personal banking options, or find their local branch, the experience was designed to make banking tasks feel fast, clear, and frustration-free. Human-centered content helped simplify complex financial decisions and reinforced Rosedale’s role as a trusted guide.

Brand + Design

The refreshed visual system blends professional credibility with neighborly warmth, anchored by a modern interpretation of the Rosedale eagle and a design system that feels both polished and personal.

Photography and video focused on real-life moments: starting a business, buying a home, managing everyday finances, planning for the future, and celebrating personal milestones. Instead of leaning on traditional banking clichés, the work showed the kinds of everyday moments when people need a financial partner who understands both the practical and emotional sides of money.

The campaign system, including the ‘We’re here for it.’ lockup, asterisk device, color palette, typography, and pattern system, created a recognizable world that could scale across the website, paid media, YouTube video ads, social, display, print, in-branch banners, and signage.

Watch ‘We’re Here For It’ Campaign Videos

Organic and Paid Media

To support the rebrand, idfive developed an integrated, full-funnel campaign across paid digital, social, search, CTV/OTT, streaming audio/radio, print, YouTube video ads, in-branch banners, and signage.

Search captured high-intent audiences through product-specific ad groups, while upper- and mid-funnel placements expanded reach, reinforced the new identity, and kept Rosedale visible across the Baltimore market. The campaign was designed to be both consistent and flexible, supporting brand awareness, product messaging, customer reassurance, and community connection across every major customer touchpoint.

The rebrand and campaign gave Rosedale Bank a clearer, more modern market presence without sacrificing the trust and familiarity built over 116 years. Early performance showed that the new identity and ‘We’re here for it.’ platform are successfully building awareness, driving engagement, and supporting the transition across the Baltimore market.

From the February–March 2026 reporting period, the campaign generated 11,152 website sessions, showing consistent audience interest and engagement with the refreshed brand. Upper- and mid-funnel channels, including Meta, Display, and LinkedIn, delivered more than 1.2 million impressions, expanding reach and reinforcing Rosedale’s presence in the market. Multimedia channels also showed strong engagement, performing above benchmark across all channels.

Performance highlights included:

• Meta CTR: 0.90% / Industry benchmark: 0.50%
• LinkedIn CTR: 0.42% / Industry benchmark: 0.30%
• Cross-Platform Display CTR: 0.23% / Industry benchmark: 0.20%
• CTV/OTT VTR: 99.01% / Industry benchmark: 95%
• Streaming Audio LTR: 96.15% / Industry benchmark: 90%
• Added Value Display CTR: 0.83% / Industry benchmark: 0.05%

Beyond media performance, the campaign also aligned with measurable business growth. Comparing 6/1/25-5/31/26 to 6/1/24-5/31/25, new retail checking grew 14% and new business checking grew 27%, indicating that the refreshed brand platform and full-funnel campaign supported both awareness and account growth.

Together, these results show that the rebrand and awareness campaign did exactly what Rosedale needed: kept the new identity visible, recognizable, and relevant while motivating audiences to engage.