That’s How

As the financial industry as a whole has struggled to address a gap in consumer trust– now down six points year over year – banks face a familiar tension. While the too-big-to-fail institutions can make customers feel like a number, the personalized attention, care, and guidance of regional banks like Valley Bank can create a more rewarding banking relationship.

By doubling down on what differentiates itself from other big banks, Valley Bank is humanizing banking and reestablishing what a modern banking relationship can feel like. The brand refers to themselves as a “relationship-first bank,” emphasizing a hands-on approach from local teams who provide personalized financial guidance regardless of their life stage or journey.

Developed in partnership with its creative agency of record, Doner, the brand today announces “That’s How,” a new brand platform and Valley Bank’s first-ever large-scale campaign. The campaign marks the beginning of a long-term brand platform as Valley Bank approaches its 2027 centennial.

“That’s How” carves out an unclaimed space, “The Middle,” where Valley Bank’s combination of scale and personalization stand apart. “That’s How” targets both retail and general-market consumers and small business and commercial audiences. The work leans heavily into a relationship-first narrative, something Valley Bank prides itself on.

A 30-second spot sits at the center of the campaign. In it, a series of people look around at their lives and quietly ask the everyday questions that shape their future: How do I get from here to there? How do I afford more space? How do I take care of my family? A Valley Bank advisor steps in to say they hear these “hows” every day and guide people through each one. Valley Bank. That’s How.

Doner built the platform around the everyday “hows” people ask themselves: How do I buy a bigger home? How do I grow my business? How do I pay for my kids’ travel sports? How do I balance today’s needs and tomorrow’s financial planning? The campaign showcases Valley Bank as the partner equipped with real answers no matter their “how.”

The creative leans into a bold graphic system anchored by an oversized “How” and a distinct surge of yellow, a color deliberately chosen to break from the sea of blues and greens dominating the category.

The work is live today, January 12, across streaming, TV, OOH, search and social with a few experiential activations to support the launch including a train station domination and bus wraps centered around Valley Bank headquarters (begins in NJ and will expand to other markets throughout 2026).