The news: Berkshire Bank launched its new digital platform, Berkshire One, by creating a holistic brand identity and offering attractive perks its competitors don’t, per The Financial Brand.

The rebranding: The 178-year-old community bank had to pivot to appeal to younger, digital-first customers, while still remaining connected to its roots. Besides creating a customer-friendly digital platform, it:

• Made bold marketing choices, such as switching up its color palette and look to appeal to a younger target audience