Valley Bank Targets Trust Gap In New Campaign

Valley Bank launched "That's How," its first large-scale brand campaign, as consumer trust in financial institutions continues to erode with a six-point year-over-year decline. The platform positions Valley as a "relationship-first bank" that occupies what the brand calls "The Middle," an unclaimed space where regional scale meets personalized guidance, differentiating itself from institutions that make customers feel like numbers.

The creative centers on a 30-second spot featuring people asking everyday questions (How do I afford more space? How do I take care of my family?) with Valley advisors stepping in to provide answers. The campaign is supported by a distinctive visual system anchored by oversized "How" typography and surge yellow, a deliberate break from the blues and greens dominating banking category aesthetics.

The launch marks the beginning of a long-term brand platform as Valley approaches its centennial in 2027, with Chief Strategy and Marketing Officer Collyn Gilbert emphasizing the bank's promise to deliver "sophistication and capabilities of a large financial organization" while maintaining human connection through tailored solutions.

Full story: LBB Online