RockPoint Bank

Comprehensive naming and brand identity for RockPoint Bank's capital campaign and market launch as Chattanooga's newest local bank

When a group of local business leaders identified the void left by disappearing truly local Chattanooga financial institutions, they knew they needed more than just capital—they needed a compelling brand story. Whiteboard partnered with founders Hamp Johnston, Camille Daniel, Kerry Riley, and Patrick Jensen to navigate both the naming and branding process for this ambitious new bank. The result is a dynamic identity inspired by the region's landscape and Chattanooga's skyline, with a symbol that evokes upward movement, sailing, and flying—perfectly expressing the bold, adventurous spirit of starting something new. The brand communicates RockPoint's mission to bring critical lending decisions back home while conducting every aspect of operations in the best interests of local business owners, entrepreneurs, and their communities.