Every community deserves better

The Banks Law Firm

about the client

The Banks Law Firm (TBLF) was founded in Durham, North Carolina in 1994 and now has office locations in Houston, Texas, and Atlanta, Georgia. TBLF has established practice areas of general civil law representing clients in affordable housing and community economic development law, business and corporate law, cannabis, civil litigation, labor and employment law, real estate law, probate, and estate planning.

Each year in June, TBLF closes for two days to provide the volunteers necessary for The Triangle Golf Challenge, The Banks Foundation’s Annual Celebrity Golf Tournament. The proceeds from The Triangle Golf Challenge support The Banks Foundation’s efforts to provide down payment assistance for first-time homebuyers who have matriculated from public assistance to private homeownership as well as supporting other charities in the Triangle, North Carolina area.

We are proud to say Hummingbird has been working with The Banks Law Firm, The Triangle Golf Challenge, and The Banks Foundation since 2010.

chirps from the client

"Hummingbird Creative Group is a small business like mine and they have the flexibility to meet our needs. They allow owners like myself the opportunity to focus on my clients, and that translates into revenue when you can trust someone to take on a significant aspect of your business and handle it.

In addition, we are the volunteer force behind The Banks Foundation, a North Carolina nonprofit corporation that provides down payment assistance to first-time homebuyers. We plan and execute the Triangle Golf Challenge annually and Hummingbird Creative Group has been a driving force behind the scenes for that event."
Sherrod Banks, Principal at The Banks Law Firm

The trade show materials created for Andrea came together seamlessly, creating a cohesive and polished brand presence. From the tablecloth to the banner to the half-page sheet, every piece complemented the next. The entire team was excited by how strong and unified the final set up looked.
Antoinette M. “Toni” Jackson, Principal at the banks law firm

challenge

Early History: In 2010, The Banks Law Firm needed to establish itself more firmly in the marketplace as a regional law firm focused on affordable housing and community economic development. They wanted to communicate the expertise and strength of their legal team and better position the firm as superior in a competitive but niched market. The firm also needed to take advantage of new social media platforms as a marketing tool as well as promote its team members through press releases, a new website, and collateral with better messaging.

Hummingbird Creative Group made minor changes to the logo, incorporated new colors with more contrast into their brand standards, updated corporate identity and collateral, built social media pages and profiles, developed a strategy for monthly press releases, and created a new website.

In 2013 we updated the brand standards and created a new logo for The Triangle Golf Challenge, created Save-the-Date and Invitation notifications in both print and email versions, and new social media pages and profiles. The Hummingbird team also developed collateral and signage, created a new, user-friendly website to capture event registrations and sponsorships, and distributed press releases before, during, and after the event. We also added the event information to The Banks Law Firm and The Banks Foundation websites. We have continued to manage this process for The Triangle Golf Challenge each year since 2013.

By 2022, TBLF had expanded to three locations with offices in Durham, NC, Houston, TX, and Atlanta, GA. In addition to affordable housing and community economic development law, services have also expanded to include business and corporate law, civil litigation, labor and employment law, real estate law, probate, and estate planning. It was time again to update the messaging and look of the website to reflect fresh content relevant to the target audience covering the multiple service areas and to demonstrate it is competitive on a nationwide level.

strategy

To address these challenges, Hummingbird Creative Group facilitated an in-depth strategic planning session with the entire legal team. This process focused on redefining the firm’s positioning statement and competitive advantages, evaluating corporate culture and core values, conducting a competitive analysis, creating a more modern and vibrant color palette, and developing refreshed, updated messaging.

SERVICES Provided

goal

When Protus3 engaged Hummingbird Creative Group, the market for IT security solutions had undergone a considerable evolution since the company first opened their doors in 1988. Competition had intensified. New threats to corporate reputations had arisen and continued to multiply like cybercrime, identity theft and fraud. Colleges and universities came under fire for failing to implement adequate security measures. The situation sparked The Cleary Act, which regulates specific measures and reporting requirements; however, many notable institutions received heavy fines for failure to comply. Corporations and institutions in all sectors recognize the need for more sophisticated systems to anticipate threats, monitor activity within their organizations and protect valuable assets. The opportunity for Protus3 to make a powerful change became abundantly clear. Executive leaders no longer view data and information security as strictly a function of the IT department. It is widely recognized that corporate security plays a key role in business strategy. When Protus3 first entered the marketplace under its original name (Risk Management Associates or RMA), the sales team primarily dealt with technically educated buyers. More than 25 years later, the buying cycle has grown more complex, involving stakeholders at higher organizational levels with less technical knowledge. Protus3 originally planned to optimize their website and make it mobile friendly in order to capture more opportunities. They engaged Hummingbird Creative Group for this purpose; however, as collaboration on the project began, Hummingbird’s focus on capturing the brand essence started to resonate. The opportunity for Protus3 to make a powerful change became abundantly clear. Clients recognize that Protus3 has proven expertise in safeguarding their assets: intellectual and real property, equipment, inventory and employee’s safety. Though few competitors can match Protus3’s solid track record in the industry and their security acumen, their brand message did not convey their strength in the market.

solution

As the result of the strategic work with the TBLF team, Hummingbird Creative Group crafted a powerful message that resonates across diverse marketing channels while embodying TBLF’s commitment to community, regardless of the service area or audience. The message, “Every Community Deserves Better!”, seamlessly integrates with their existing tagline, “Building Success,” and serves as a unifying thread throughout the website, and other marketing materials, ensuring cohesive and impactful communication.

TBLF’s color palette was originally anchored in bold red-orange and black, symbolizing strength, energy, and passion. The addition of dark blue, subtly fading into hints of gray, introduced elements of trust, reliability, and professionalism, enhancing and complementing TBLF’s core messaging.

TBLF’s website underwent a complete overhaul to deliver a more effective user experience, featuring updated, search-engine-optimized content. The revamped messaging and refreshed color palette were seamlessly integrated throughout the site. Additionally, collateral materials were updated, virtual backgrounds and signage were designed, and master presentation slides and social media profiles were enhanced to reflect the new brand look and feel.

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impact

Enhanced Brand Identity: The updated look and feel establishes a memorable graphic identity that is deeply rooted in the firm’s history.
Improved Brand Perception: Refreshing the color palette and messaging delivers a powerful impression of the firm’s capabilities and strengths.

Enhanced Brand Reputation: The new brand message and website content enhance the firm’s reputation as an industry leader with a robust and highly skilled legal team.

CHRISTINE PETERSON, CPP, ISP
Hummingbird gave us a clear way to talk about the brand that really resonated. They helped us get the technical information across in a language that appealed to non-technical businesspeople.
PRESIDENT at Protus3
CHRISTINE PETERSON, CPP, ISP
Hummingbird gave us a more holistic brand identity; one that better aligns with our core benefits, services, mission and culture. What we really appreciate is their down-to-Earth approach,” says Peterson. “It is the kind of relationship where we have the ability to laugh together and also have tough conversations together. They really feel like a partner.
PRESIDENT at Protus3
CHRISTINE PETERSON, CPP, ISP
We’re security professionals, not marketers, what we do is technical,” reflects Protus3 President Christine Peterson. “Hummingbird gave us a clear way to talk about the brand that really resonated. They helped us get the technical information across in a language that appealed to non-technical businesspeople.
PRESIDENT at Protus3

the triangle golf challenge

Triangle Golf Challenge Website for The Banks Law Firm

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