How much is too much bank?

Institution: Southern Community Bank and Trust

Assets: $800 million, 9 locations

Agency: The Bloom Agency, Winston-Salem, N.C.

The bank wanted to position itself in a way that communicated its competitive strength while maintaining personal attention and accessibility. Another goal was to capitalize on the completion of a larger merger involving a local competitor and the potential attrition it could create. The challenge was to deliver the message in a fun way.

"Don't be scared to send a competitive message to bigger players in the market," encourages Art Bloom, president, of The Bloom Agency.