When New York Community Bank acquired Flagstar Bank, the combined institution needed more than integration—it needed a shared identity that could unite employees, connect with customers, and chart a new path forward. StrawberryFrog led the development of the new brand from the ground up.
We started with robust research: 4,000+ consumer surveys, 20+ executive interviews, and in-depth ethnographic studies across Detroit and New York. This uncovered a clear opportunity to move beyond traditional banking toward something more empowering and human.
Choosing the Name: Flagstar
Through naming exploration, we evaluated the equity, recognition, and strategic potential of both legacy brands—and explored the option of starting fresh. Ultimately, we recommended retaining the Flagstar name. While New York Community Bank lacked awareness, even in its home market, Flagstar had stronger consumer familiarity and was already associated with full-service banking. Retaining the Flagstar name gave the new company a stronger foundation while allowing us to redefine what the name could stand for.
Designing a Visual Identity That Stands Apart
With the name in place, we developed a comprehensive visual identity system, starting with a new logo. The goal: move away from the safe, generic aesthetic that dominates financial services. We designed a brand that feels modern, human, and confident—something that could reflect both financial expertise and a more personal, empowering tone. Logo variations were tested in key markets to ensure resonance, differentiation, and impact.
Defining a Purpose that Inspires
Finally, we partnered closely with Flagstar leadership to articulate a bold, forward-looking brand purpose: Energizing people to take charge and thrive. This wasn't just about being helpful—it was about empowering people to move forward with clarity and confidence. The purpose became the foundation for internal culture, employee engagement, and external communications, setting the tone for a brand that enables progress for individuals, communities, and businesses.
Today, Flagstar stands for more than banking. It stands for momentum. For helping people rise. And for a new kind of financial institution—rooted in clarity, purpose, and human connection.
For more examples, visit strawberryfrog.com/work In the meantime, Jeb would love to hear from you — reach out at jebblatt@strawberryfrog.com