Picture your bank. You walk in the front doors and are greeted by tellers behind a desk and offices lining the walls, right? Guaranty Bank in Farmers Park doesn’t look anything like that… and that’s the point. The new headquarters occupies three floors of the newest building in the mixed-use development. Moving the headquarters and 60 employees to this new location was no small task. Vice President and Director of Marketing Carlye Wannenmacher and Chief Operation Officer Robin Robeson were part of a Guaranty Bank Branch Transformation Team that spent three years developing the project, which included a rebrand. The rebrand involved changing the traditional burgundy color to a bright blue, modernizing the fonts, and keeping the distinctive eagle logo but updating it to match the new scheme. The new branding helped inspire the base for what remodeled locations and new facilities look like. And the first example of that is the new banking center in Farmers Park.
The Transformation Team went around the country to look at other banks and offices in other industries. It was important for them to compare the Guaranty Bank experience with other customer experiences and not limit what was possible by what’s happening in Springfield or in banking. “We wanted it to be a great place for four generations of employees to work,” Robeson says. To accommodate everyone, the design focused on balancing open and collaborative spaces with individual spaces. Customers were at the forefront, and the space serves patrons of all ages. Technology is a big part of today’s banking experience, but the team was deliberate about providing the experience in any way the customer wants to consume it—whether that be personalized and face-to-face or automated for speed.
Success can be credited to the local partners and contractors who helped make the space a reality. The company also worked with LEVEL5 LLC and Praxis3 out of Atlanta for the building design and architecture. These companies work with community banks and Robeson says it was a benefit that they already understood the business.