First Federal Bank of Kansas City is a local bank with a mission to help its communities thrive. The bank was seeing to grow its presence in the Kansas City marketing and was also in the midst of acquiring another local bank. But First Federal knew it would would need a refreshed brand as part of this process to reintroduce itself to the market.

Will & Grail took First Federal team members, from executives to front-line employees, through our Purpose Discovery Process to further hone in on the bank’s purpose to help make communities stronger. 

To tell that story, we developed the “Better. Together.” message that’s rooted in the idea that by helping people save, promoting the power of homeownership and giving back, that First Federal and its customers can build stronger communities.


We brought this refreshed brand to life with a logo that ties back to the bank’s history and also invokes its community-based purpose. The new brand and messaging was launched internally first to gather buy-in from all employees, from those at the mortgage center to branch tellers. The external rollout started with a microsite to explain the rebrand and reintroduce First Federal to Kansas City.