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Case Study {Crafting BankPurely}

Digital Legacy: Passion & Purpose

I built a bank. 

Yep — a real, FDIC-insured bank.


The Challenge

How does a traditional community bank win over a younger, digital-first audience?


That was the ask. I was brought in to do what hadn’t been done:
concept, build, and launch a bold, purpose-driven brand for a publicly traded bank weighed down by legacy systems and outdated assumptions.


The Vision

We saw it coming: connected lifestyles, conscious consumerism, and the demand for frictionless, values-led experiences.


So we didn’t wait — we concepted, named, and built BankPurely: Banking on a Better World® — a bold, digital-first brand for consumers ready to align their money with their values.


What I Led

Crafting a Visionary Brand:

  • Claimed a bold niche in eco-sustainability + wellness banking.
  • Wrote a strong UVP that turned heads (and wallets).
  • Locked down trademarks to own the space.
  • Built it all — website, content, campaigns, collateral.
  • Designed a marketing tech stack that scaled. 

Basically, if it touched the brand, I built it.


Building a Scalable Marketing Tech Stack:

It started with the customer — mapping their journey to define the experience.
Then we built the engine to deliver it: mobile platforms, ESPs, PFM tools, analytics, social, CX systems —  fully integrated for a frictionless, future-ready brand.

Because a bold brand deserves infrastructure to match.


Campaign Strategy & Performance Metrics:

Set KPIs for CAC, LTV, and multi-channel media testing.
Launched lead magnet campaigns, integrated content + event marketing, tracked every metric, optimized relentlessly.

Smart strategy. Smarter numbers. Real results.


The Outcome

BankPurely launched in 2016 after a successful 2015 beta — igniting a purpose-driven movement and winning a fiercely loyal customer base.


Our digital blueprint also revealed critical opportunities within Flushing Bank’s infrastructure, accelerating its digital transformation and creating a seamless omnichannel experience that redefined customer engagement.


Sure, corporate inertia limited the full vision (because, well… corporate inertia is real). But the brand we built left a legacy — and in 2025, BankPurely still thrives.


The Takeaway

This wasn’t just a bank launch.
It was proof that guts, sharp strategy, and a spark of rebellion can shake up even the most traditional industries.


A digital legacy with heart.


A purpose-driven brand with staying power.


And one of my favorite career chapters — far from the last.


Ready for a brand that performs as fiercely as it looks?

Let’s Build YOUR Brand’s Legacy

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