Objective
Embody the Maspeth Federal Savings brand promise “we treat you like family” in their Ridgewood, Queens future prototype branch.
Solution
Gilmore Group developed a community-oriented prototype branch, based off of a newly developed retail strategy, to be used as a blueprint throughout the Maspeth Federal Savings network. Our top priority was to mitigate the risk of alienating their long-standing customer base, while still pushing the envelope to ensure the bank’s future success. The key was to thoughtfully leverage their strongest asset: presence within the community. We balanced their existing identity elements with modern branch design components, and developed a modernized façade, thereby designing for customer retention while building greater brand awareness and boosting attraction.
Results
Bank executives have described the new branch prototype as very successful. Foot traffic and deposits have increased. The branch renovation design has been honored by the Queens Chamber of Commerce at the Construction Recognition Awards, held on October 27 at the iconic TWA Hotel at JFK Airport.
