NEWS!!
The Black-owned bank honors its legacy and reaffirms its commitment to economic empowerment during Black History Month.
Audrey Kemp, February 28, 2025
Today, Citizens Trust Bank (CTB) launches its first brand campaign in a century.
Developed by Guesthouse, ‘Your Story is Our Story’ highlights CTB’s legacy of financial empowerment for Black communities while reinforcing its mission to provide home loans, business funding and financial services that help build generational wealth. The work arrives during Black History Month, a fitting moment to celebrate the impact of Black-owned businesses in fostering economic independence.
The campaign draws inspiration from CTB’s founding in 1921 when Heman Perry was denied the ability to buy socks from a white-owned Atlanta store. That moment of racial discrimination led Perry to create a Black-owned bank that would provide equal access to wealth – a mission that remains central to CTB today.
The campaign also includes a brand activation called ‘Socks With a Story,’ limited-edition Heman Perry tribute socks described as “the socks that took 100 years to make.” These socks will be offered to new account holders, social media fans, influencers attending the museum launch event and CTB employees.
“In a country where access to wealth is not guaranteed for all, we want people to know that Citizens Trust Bank understands the challenges many minorities face because we’ve been through those challenges, too,” said Citizens Trust Bank. “We’re here to provide home loans to build generational wealth and business loans to create jobs in the community.”
Guesthouse won the CTB account in a competitive pitch against three other Atlanta agencies. The campaign builds on the agency’s previous work with the bank, including a modernized logo redesign featuring the ‘Rising Skyline,’ which symbolizes CTB’s vision for financial growth and community strength.
The regional campaign will run across TV, OTT, digital, social and in-store placements in Atlanta and Birmingham.
Ewan Larkin, June 7 2024
Mitch Bennett and Wes Whitener, who formerly worked together as executive creative directors at Fitzco, have opened a new shop called Guesthouse. The agency launches with three clients: Magic Spoon, Citizens Trust Bank and fashion brand Raleigh Denim Workshop.
Guesthouse bills itself as a “simpler way to great creative,” going from strategy to brief to concept to production with “no handoffs.” The agency staffs up with the right amount of freelance “guests” to handle big projects and then scales down to optimize client budgets.
“We don’t have certain services we need to sell, so we can adapt to clients’ exact needs, bringing on the perfect guests to help them knock it out quickly and efficiently,” Bennett said in a statement. “If you’ve spent months on your strategy already, that’s great—we’ll pick it up from there. If you need help with it, that’s great, too—we’ll help you get it right.”
Guesthouse will debut its first work for Magic Spoon this summer, with a TV and digital campaign and brand refresh for Citizens Trust Bank slated for later this year, the agency said in a statement.
Aug 28, 2024
Guesthouse's campaign for Raleigh Denim Workshop highlighted 100% American-made jeans, overcoming last-minute challenges to produce a compelling message in time for the 4th of July.
Background:
This is one of those insights you never think of until someone mentions it—there’s nothing more American than blue jeans. The big brands are icons of American culture. However, the big American denim brands make 100 percent of their jeans overseas. Apparel brand Raleigh Denim Workshop in Raleigh, North Carolina, found a way to make 100 percent American-made denim for just $100, and we wondered: Who wouldn’t think that was a good thing?
Design thinking:
With the campaign launching before the 4th of July, we wanted to show in a very simple way that there’s one thing we can all agree on—American denim, made in America for a reasonable price.
Challenges:
At the last minute, one of the more conservative people we had recruited for the project couldn’t make it to the factory. So, we ran around the block looking for a perfect replacement. It was a super fun moment when the woman says, “Duh,” which was her honest first response.
Favorite details:
This is our first production as Guesthouse, so we’re very proud to have launched our first work from strategy to concept to production with creative director Wes Whitener shooting it alongside director of photography Alex Craig. We also love the editing; you never know what you’ll get with a setup like this, and 11 Dollar Bill and editor Matt Wade just brought so much to it.
New lessons:
Raleigh Denim Workshop’s R100 pants run a little small, though we could also stand to shed a few pounds.
Time constraints:
Shooting in an active factory meant we only had about half a day of actual shooting. So, we chose a really small and nimble team and just moved as quickly as possible. We had just enough time to get everything shot and then edited in time for the 4th.
Specific project demands:
Raleigh Denim Workshop’s factory, store and products are amazing visually. Once we found the right angle and the amazing denim flag the founder had created, we knew we’d create something fun and different to watch.
Jun 14, 2024
Mitch Bennett and Wes Whitener, who formerly worked together as executive creative directors at Fitzco, have opened a new shop called Guesthouse. The agency launches with three clients: Magic Spoon, Citizens Trust Bank and fashion brand Raleigh Denim Workshop.
Guesthouse bills itself as a “simpler way to great creative,” going from strategy to brief to concept to production with “no handoffs.” The agency staffs up with the right amount of freelance “guests” to handle big projects and then scales down to optimize client budgets.
“We don’t have certain services we need to sell, so we can adapt to clients’ exact needs, bringing on the perfect guests to help them knock it out quickly and efficiently,” Bennett said in a statement. “If you’ve spent months on your strategy already, that’s great—we’ll pick it up from there. If you need help with it, that’s great, too—we’ll help you get it right.”
Guesthouse will debut its first work for Magic Spoon this summer, with a TV and digital campaign and brand refresh for Citizens Trust Bank slated for later this year, the agency said in a statement.
