Volunteer Bank | This Is FIRSTBranch

Summary

After aligning under a single bank charter and holding company, Volunteer, a Lawrence Bank, continues to maintain its established brand and local presence. Heavily invested in the community, Volunteer has long provideda diverse range of educational resources, investment advice, and banking products to support customers at every stage of their lives. The redesigned website enhances the user experience and symbolizes growth, reaffirming Volunteer’s role as a local, reliable financial institution.

Challenge

Volunteer serves Middle Tennessee, an area rich with farmland that’s more rural than a big city like Nashville. Their community has experienced growth through the years, and Volunteer has grown accordingly to meet their customers’ needs — acquiring another bank and undergoing a rebrand.

The FIRSTBranch Team was tasked with creating an entirely new website based on Volunteer’s new brand guidelines, which included print ads, social ads, and concept graphics that needed to be further developed for use in a large-scale web design.

Strategy

Volunteer wanted to reach a wide range of audiences — college students, families, individuals, and small businesses owners — who have recently relocated to or are looking for a new bank on the outskirts of the city. In addition to customer acquisition, Volunteer also set a goal to grow deposits.

The driving factors behind the website redesign led us to determine the best approach for reaching current and prospective customers using the new brand guidelines. The website would need to introduce the bank’s newbrand, nurture new and existing relationships, and elevate Volunteer as a trusted financial partner.

Solution

The website was strategically reimagined from messaging, design, and user experience perspectives.

New content embraces clear, everyday language that celebrates the home, community, and neighbors. Headlines were intentionally crafted to be short, warm, and incorporate Volunteer’s core values. This tone ensures customers immediately feel the sense of local connection that defines the locally operated institution.

Their bank’s primary color palette also solidifies this warm, inviting connection.

The entire site experience was enhanced to create a smoother, more intuitive browsing experience. Visitors don’t need to dig to find what they need; the homepage clearly guides visitors to what they may need while keeping the experience engaging with subtle animation of timed carousels and interactive rollover sections.

Volunteer’s website feels as if you’re in a local branch — welcoming, confident, and ready to help.