How do seven community banks gain market share in the shadow of too-big-to-fail? By working together. With well in excess of $1 billon in assets, First Breckinridge Bancshares serves banking communities across the state, boasting seven distinct bank brands in its portfolio. In keeping with FBB’s commitment to honoring every location’s individuality, each bank had its own identity system. Campaigning on the phrase ’Where we come from,’ we leaned into FBB’s fealty to its clients and their shared sense of values, developing a common position with a shared-but-differentiating system of aesthetics.