Long period between announcement and Legal Day One; bank name change at LD1.

Inspire confidence in new organization as large, well-loved retail bank merged with unknown business bank.

Series of targeted communications to consumer and business clients at both banks, including digital, in-branch and direct mail.

Digital tactics launched soon after the merger announcement, updated at LD1 and up to and including conversion; imagery began to introduce Sterling’s purple brand color; microsite included a welcome note from the chairman and a link to a video.