White Rhino Trumpets Bank's Rebirth

BOSTON Lawrence Savings Bank has hired independent White Rhino Productions to steer its repositioning as RiverBank.

White Rhino’s work for the North Andover, Mass., bank includes a new logo and retail signage, direct response materials and catalogs, as well as print advertising that touts the name change.

“A new name does not mean new ownership, but generates new branding and positioning for the bank,” said RiverBank executive vice president Steve Jones. “The new name represents the bank’s friendly and improved way of conducting business, making customers’ banking experiences smoother, easier and more enjoyable.”