Community service.

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Institution: First Independent Bank, Vancouver, Wash.

Combining the philanthropy of the family who owns the bank with the bank's corporate sponsorships and charitable giving, First Independent has contributed more than $25 million to the communities in the bank's market over the past five years.

In benchmark research the bank conducted two years ago, First Independent was ranked by consumer and business respondents as first among competitors for community service.

When the bank rebranded itself, its goal was to tell the philanthropy and volunteer story in a way that was compatible with the institution's history and values, yet complimentary to its brand strategy and advertising campaign.