24 MARCH / APRIL 2019 Community- Focused Design Keeps the ‘community’ in banking PSP SHOWCASE For decades, small town business districts throughout the Midwest have usually featured a strong physical presence from local banks. Situated next to the courthouse or city hall, bank buildings are often identified by their traditional columns and prominent facades. Not only do these structures help establish the fabric of the streetscape; they often contribute to the social framework of the communities they serve by supporting the hopes and dreams of generations. But in recent years, some banks have closed branches in smaller communities, choosing instead to bolster online offerings to increase electronic customer engagement, while losing sight of the relationship-building opportunities inherent in the local branch setting. Industry research from Mintel* shows that customers have three or more interactions with their financial institutions each month – online, in person and via mobile apps – with the coveted millennial demographic visiting physical branches near their homes more than any other age group. Banks need to ensure that each interaction reinforces the value the local branch provides. K4 Architecture + Design has collaborated with several banks to incorporate design elements to embrace the town’s history and the bank’s community presence, helping to build a stronger connection with the community. It is important to honor the town’s heritage – and the bank’s role in it – while still creating a contemporary, functional facility that appeals to multiple generations. Community banks can reinforce their value to the areas they serve by making their physical appearance a memorable reflection of the bank’s brand. For customers, banking locally means working with trusted friends and neighbors. In fact, many customers report they would switch banks if their local branches closed. Clearly, there are good reasons to revitalize the branch experience. The following are ways to make your local branches reflect the communities you serve: Stand out by blending in. Community banks often have a presence in a town’s main street, located next to historic buildings that add to the charm of the streetscape. When remodeling bank exteriors, make sure the exterior design blends with existing structures to preserve the legacy of the town center. For example, K4 partnered with Wayne Bank and Trust Company to convert a modern, non-contextual building exterior to blend with the picturesque downtown of Cambridge City. By using traditional design elements, such as a rounded portico, colonial columns and an ornamental frieze, the bank’s exterior commands an impressive presence along the streetscape. Mike Gaddis, senior vice president at Wayne Bank, says of the transformation: “We worked with our design team to convert what was a modern-looking exterior to something that complemented the area where our downtown branch is located.” Place matters. When you walk into your bank, does it feel like every other bank you’ve seen in any other Jeff Klump President K4 Architecture + Design jklump@k4architecture.com K4 Architecture + Design is a Preferred Service Provider of the Indiana Bankers Association.
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