Messaging Director & Copywriter | Website Redesign

Client: Tradition Capital Bank

A brand built on heritage has to be careful not to become a museum. Tradition Capital Bank had both deep roots and a genuinely dynamic, forward-looking culture. The challenge of the website redesign was honoring one without letting it overshadow the other. As Messaging Director at Open Book, I led the copy and messaging strategy for the full site redesign, conducting wide-ranging stakeholder interviews across the organization to understand the real story from the inside out. The result is a brand that holds two ideas in productive tension: Tradition defines us. Possibility drives us. A bank that knows where it came from and is genuinely excited about where it's going.