Bay Bank: Celebrates 25 years of community commitment

GREEN BAY, Wis. — As Oneida Nation-owned Bay Bank celebrates 25 years of serving the community, a refreshed logo and tagline have been revealed to celebrate the pride and heritage of its history and enhance customer experiences for all.

Bay Bank Vice President Nathan King shared today that the bank seeks to honor and respect all, a value reflected in its new tagline—We Stand For Your Future—and will continue to roll out services and programs in the coming year to positively impact the community.

“We’ve always strived to ensure our customers are heard and helped. We now have a logo and tagline that showcases our desire to celebrate and honor all people, and positively impact the community,” King said.

The process began when King and President and CEO Jeff Bowman engaged O’Connor Connective, a strategic marketing communications consultancy in De Pere, Wisconsin, to help create a refreshed company identity and messaging. The discovery process included focus groups with community members, an online survey, competitor analysis and getting to the heart of what Bay Bank strives to do on a daily basis—stand for its customer. 

“This whole process has created a sense of pride and community for our staff, too,” King said. “They will bring that pride to customer interactions. The research guided us to values and messages that feel true and heartfelt. The insight from the community—and our staff—provided us with the direction we needed to best communicate the new Bay Bank. We hope the community loves it as much as us!”

King noted that refreshing Bay Bank’s brand provided an opportunity to fine-tune the organization’s approach to its customer experience. That’s why the bank will showcase employees and customers in marketing efforts going forward.

“Our employees drive the Bay Bank experience,” King said. “Upcoming ads highlight their specific service areas and strengths. We also plan to feature real-life customers in our collateral representing a diverse group of ethnicities and generations. We want to show how multi-generations are fulfilling life dreams—big and small—because of Bay Bank. We are about people, and we want our brand and imagery to show that.”

The bank’s refreshed logo is contemporary while honoring the equity of its old identity.

“It’s still an eagle, and still has the wing, but it’s modern,” King said. “The wing is now pointing forward, and that forward movement is in concert with the new tagline—We Stand for Your Future.” Honoring the history, but now looking forward, the logo retained the color purple in the design. 

Bay Bank provides customers with all of the convenience and services found at larger financial institutions in the region from its two locations in Green Bay, Wisconsin—one on West Mason St. and one on Packerland Drive. Customers can enjoy checking and savings accounts for personal and business, a variety of lending options—from real estate and auto to recreation vehicle and signature loans—as well as federally funded programs to directly assist tribal members. As a certified Community Development Financial Institution (CDFI), Bay Bank can also provide loans and financial assistance to organizations to support community development initiatives and underserved customers. Mobile deposits, a mobile app, instant balance, enhanced online banking, Notifi and Credit Sense are offered at no additional charge. A new website to encompass all of these additions is also live and running at

“We’re excited for the future of Bay Bank,” Bowman said. “We want to extend even more financial options, solutions and education to help people lead good lives in strong communities. As your financial needs change and evolve, so do we.

“We are people who stand for your future,” he added.