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City National Bank sought a strategic advancement of their existing brand, Next Level. With a focus on enhancing inclusivity and aligning with the evolving values of the institution, the bank requested a brand refresh that would resonate with new audience segments. Emphasizing continuity while allowing for substantial growth, the envisioned transformation aimed to maintain familiarity while paving the way for a more expansive brand identity. In the summer of 2023, we unveiled 'Best Selves,' a meticulously crafted brand direction that authentically resonated with both the core and prospective audiences of the bank. Lesson: Brand work gets more potent when it has time to marinate.