Consumer Bankers Association
The Consumer Bankers Association (CBA) is a trade association focused on serving today’s leaders in US retail banking. As part of their comprehensive service to bankers across the nation, the organization is committed to providing cutting edge educational opportunities for today’s retail bank executives and the next generation of banking leaders. This effort has for some years been driven by their immersive, multi-year “Graduate School of Retail Bank Management” and mid-management-directed “InBank Training” Program.
Unfortunately, these program names had, over time, become confused with competitive efforts and failed to accurately communicate the breadth, depth and uniquely comprehensive training provided by the organization. To address this challenge, CBA asked Joseph Orr (and partner Hayes Roth) to develop a strong, differentiated brand positioning for both the overall CBA education program and its two primary courses with clearly descriptive names and a brand voice that would ensure they continued to stand apart as the best training initiatives in their field.
Joseph focused on reimagining the look and feel of each of the programs, which would also support and compliment the main brand identity system. The newly refreshed image of the banking schools has helped generate excitement and renewed engagement among all those involved with these dynamic programs.