CHALLENGES:

Susquehanna Bancshares - a financial holding company headquartered in Lititz PA - had numerous banking entities with different names and branch bank building types in early 2004. To provide a coherent banking strategy these entities were consolidated in April 2004 into the Susquehanna Bank name. The next step was to develop a distinctive brand that would be reflected in a new logo, new marketing materials and communications, and new branch design. Facilities Planners + Architects was retained to develop a new branch bank prototype that would support the bank's marketing and operational goals.

SOLUTIONS:

A "Concierge" area was designed at the entry of the branch to initially engage customers and direct their banking experience. Customers are visually guided from the entry to the Teller or CSR area through a continuous light soffit. Translucent semi-enclosed areas for Financial Service Representatives (FSRs) provide natural light for the main Lobby area and also needed privacy for customer transactions. The customer areas at the "Teller Counter" are defined by pendant lights and floating canopies. Warm colors and curvilinear forms create and inviting banking environment. These architectural features and the experience they create for customers reinforce the unique brand of Susquehanna Bank.