Frost Bank Rebrand

Frost Bank, the oldest regional bank in Texas, went almost 40 years without a brand refresh. They were locked into a Texas culture of the past, no longer reflecting the bank’s current personality. I was invited by McGarrah/Jessee to develop the new brand system as well as consult on research and strategic development. The new brand identity marks the next chapter in their commitment to customers and is reflective of who they have become as a business: genuine, modern and approachable. Using their “North Star” mark as an anchoring element gave my creative team the opportunity to outwardly convey Frost’s deep values, supported by the message “Exactly What You Unexpected”. The blades of the star convey movement, sound, and direction. The brand capitalizes on that to illustrate Frost’s dynamic support of their customers.