Today, Citizens Trust Bank (CTB) launches its first brand campaign in a century.
Developed by Guesthouse, ‘Your Story is Our Story’ highlights CTB’s legacy of financial empowerment for Black communities while reinforcing its mission to provide home loans, business funding and financial services that help build generational wealth. The work arrives during Black History Month, a fitting moment to celebrate the impact of Black-owned businesses in fostering economic independence.
The campaign draws inspiration from CTB’s founding in 1921 when Heman Perry was denied the ability to buy socks from a white-owned Atlanta store. That moment of racial discrimination led Perry to create a Black-owned bank that would provide equal access to wealth – a mission that remains central to CTB today.
“In a country where access to wealth is not guaranteed for all, we want people to know that Citizens Trust Bank understands the challenges many minorities face because we’ve been through those challenges, too,” said Citizens Trust Bank. “We’re here to provide home loans to build generational wealth and business loans to create jobs in the community.”
Guesthouse won the CTB account in a competitive pitch against three other Atlanta agencies. The campaign builds on the agency’s previous work with the bank, including a modernized logo redesign featuring the ‘Rising Skyline,’ which symbolizes CTB’s vision for financial growth and community strength.
The regional campaign will run across TV, OTT, digital, social and in-store placements in Atlanta and Birmingham.
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