• Gallery: Pointe Bank
  • What’s the Pointe?
  • Don’t ask us. We helped Pointe Bank quadruple in size, only to see it acquired by an even bigger bank. It’s fair to say, all these years later, that we still “miss the Pointe.” (We miss our trips to South Florida, too.) Here’s a look back at a brand we loved.
Viewing: “Funny how” concept ad.
  • Gallery: Pointe Bank
  • This is not a “community bank.”
  • The first thing we asked Pointe Bank to change? Its self-concept. As we pointed out, its six-county South Florida market is hardly a “community.” Instead, we began positioning Pointe as “a bank designed by professionals, for professionals.”
Viewing: New buisiness sales kit.
  • Gallery: Pointe Bank
  • Doctors, lawyers, accountants...
  • And anyone else who cares about great banking. Once we pinpointed the audience, it was easy to articulate the Pointe promise: to be personal, proactive, passionate and, above all, professional in serving those who care about great banking. As you might imagine, the docs and lawyers loved the idea of having their “own” bank.
Viewing: Pointe Bank print ads.
  • Gallery: Pointe Bank
  • Website for sale.
  • A week before the scheduled launch of Pointe’s new website for professionals, the bank announced that it was being acquired. If anyone out there is interested in buying a unused, slightly out-of-date website, give us a shout.
Viewing: Pointe Bank web site.
  • Gallery: Pointe Bank
  • Unprecedented professional insight.
  • A quarterly newsletter gave South Florida’s business pros a banker’s-eye view of the economy. In just a few years, scores of clients left their mass-market banks and
    “got the Pointe.”
Viewing: View Pointe newsletter.
  • Gallery: Pointe Bank
  • Net earnings up 41%.
  • No wonder our favorite bank had already been acquired by the time this annual report rolled off the presses. Clearly, someone out there cared a lot about great banking!
Viewing: Pointe Bank annual report.