How we helped a boutique bank in New Jersey's wealth belt grow from $2 billion to over $10 billion in assets through three strategic brand reinventions.
A boutique bank that needed a long-term partner.
In 2013, Peapack-Gladstone Bank's new CEO set out to transform a respected local institution into a high-performing boutique bank in a market dominated by national and regional players with deeper pockets and bigger names. The bank needed a long-term strategic partner. That partner was Princeton Partners. What followed was an ongoing collaboration that produced three distinct branding efforts, each building on the last.
Each chapter built on the last.
Peapack-Gladstone Bank
During discovery, we found that the bank's white-glove service culture extended to every client, not just its wealthiest. That insight led to a bold positioning: All Banking Should Be Private Banking. We built a complete brand platform around this truth: refined visual identity, repositioned messaging across business lines, integrated campaigns, geo-targeted media, and in-branch experience enhancements.
Peapack Private Wealth Management
As the wealth division grew, it needed its own identity, sophisticated enough for high-net-worth clients without competing with the parent brand. We developed a separate but compatible identity system with its own messaging, collateral, and campaign strategy.
Peapack Private Bank & Trust
By 2025, the bank reunited its retail and wealth sides under one name. We developed the unified brand and brought it to life through the "Single Point of Contact" campaign, launching the bank's flagship Manhattan location.
The Creative.
Twelve years. Five times the assets.
Results since 2013:
Twelve years as agency of record.
In key markets, brand awareness reached parity with national banks.
"Princeton Partners is a true partner in our business and an extension of our marketing team. The results we have generated together have been nothing short of stellar."
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