WAYZATA, Minn.-- TCF Financial Corporation announced a comprehensive rebranding of the financial services company, including a new logo, branded materials and advertising. The rebrand aligns TCF’s businesses in retail and commercial banking, commercial leasing, equipment finance, auto finance and inventory finance around an integrated brand package and messaging. The rebrand is backed by an investment in new technology-driven banking experiences, new and enhanced products, and a renewed commitment to customer satisfaction.
“We have achieved a lot of success over the past several years transforming TCF into a national lending business serving many industry segments and backed by a strong, well-funded retail bank. The next step in our journey is to bring all of our businesses under one brand to reinforce our value proposition and deepen our customer relationships,” said William A. Cooper, TCF’s chairman and chief executive officer. “We want consumers and businesses to recognize that there is something different about the new TCF.”
“Rebranding TCF is our way of signifying that we are accelerating our investment in the customer experience, so that we continue to earn our place as our customers’ trusted ally to help them achieve their everyday and long-term financial goals,” added Craig R. Dahl, TCF’s vice chairman and president.
TCF will debut its new logo and brand image to the public starting June 1 through an integrated “In Rhythm with” campaign for TCF Bank, featuring relatable, memorable stories that bring to life TCF’s renewed commitment to the customer. The advertising campaign encompasses a series of relatable situations with iconic songs that personify TCF’s new brand and connect with consumers on an emotional level.
“The new advertising campaign recognizes the importance of being in rhythm with what is important to our customers,” said Geoffrey Thomas, managing director at TCF Bank. “We listened to our customers and are now making banking easier. Whether customers are preparing for a big life event or are going through everyday life, they can expect from us consistent and exemplary experiences with our people, products and services at every interaction and in every channel.”
Customers will also benefit from new and enhanced products, technologies and services that support the renewed customer experience. Recently, TCF introduced instantly issued debit cards, allowing customers to get a new personalized and permanent debit card issued instantly at every location. This eliminates the need to wait for a card to arrive by mail. Other product and service enhancements include:
TCF’s new brand and TCF Bank’s new “In Rhythm with” advertising campaign were created by agency-of-record Periscope. The “In Rhythm” TV ads were directed by Christian Sorensen Hansen at Society in Los Angeles and edited by Channel Z in Minneapolis.