Valley Bank that's how
Doner launches a new Valley Bank campaign that aims to address a gap in consumer trust.
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As the financial industry as a whole has struggled to address a gap in consumer trust, now down six points year over year, banks face a familiar tension.
While the too-big-to-fail institutions can make customers feel like a number, the personalised attention, care, and guidance of regional banks like Valley Bank can create a more rewarding banking relationship.
By doubling down on what differentiates itself from other big banks, Valley Bank is humanising banking and re-establishing what a modern banking relationship can feel like. The brand refers to themselves as a “relationship-first bank,” emphasising a hands-on approach from local teams who provide personalised financial guidance regardless of their life stage or journey.
Developed in partnership with its creative agency of record, Doner, the brand today announces That’s How, a new brand platform and Valley Bank’s first-ever large-scale campaign. The campaign marks the beginning of a long-term brand platform as Valley Bank approaches its 2027 centennial.
Credits
View on- Agency Doner/Detroit
- Executive Creative Director Brad Emmett
- Executive Creative Director Robert Legato
- Creative Director Alanna Marshall
- Associate Creative Director Olivia Hill
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Doner/Detroit
- Executive Creative Director Brad Emmett
- Executive Creative Director Robert Legato
- Creative Director Alanna Marshall
- Associate Creative Director Olivia Hill
That’s How carves out an unclaimed space, “The Middle,” where Valley Bank’s combination of scale and personalisation stand apart. That’s How targets both retail and general-market consumers and small business and commercial audiences. The work leans heavily into a relationship-first narrative, something Valley Bank prides itself on.
A 30-second spot sits at the centre of the campaign. In it, a series of people look around at their lives and quietly ask the everyday questions that shape their future: How do I get from here to there? How do I afford more space? How do I take care of my family? A Valley Bank advisor steps in to say they hear these “hows” every day and guide people through each one. Valley Bank. That’s How.
Doner built the platform around the everyday “hows” people ask themselves: How do I buy a bigger home? How do I grow my business? How do I pay for my kids’ travel sports? How do I balance today’s needs and tomorrow’s financial planning? The campaign showcases Valley Bank as the partner equipped with real answers no matter their “how.”
The creative leans into a bold graphic system anchored by an oversized “How” and a distinct surge of yellow, a colour deliberately chosen to break from the sea of blues and greens dominating the category.
“This work captures the balance that differentiates Valley from other banks: scale with a human connection,” said Collyn Gilbert, Chief Strategy and Marketing Officer at Valley Bank.
“We combine the sophistication and capabilities of a large financial organisation with the ability to deliver tailored solutions through people who know your story, understand your goals and stay with you through every chapter of your journey. “That’s How” is our promise to meet customers where they are and help them move forward with clarity, confidence, and purpose.”
“This campaign captures the emotional truth of banking: behind every financial decision is a human story,” said David DeMuth, CEO of Doner.
“That’s How is a distinctive, modern and memorable way to bring those human stories to life and puts a spotlight on Valley Bank’s role in them and separates the brand in the marketplace.”
