• by Fern Siegel , February 26, 2025

Citizens Trust Bank, one of the country's largest Black-owned banks, is kicking off its first brand campaign in its 100-year history.

The tagline “Your story is our story” and spots are by Guesthouse. The media agency is Triunion Marketing.

The creative agency won the account in a competitive pitch with other Atlanta shops. The work runs on TV, OTT, digital, social and in-store, as well as regional campaigns in Birmingham, Alabama, and Atlanta.

Last year, Guesthouse also redesigned the bank's logo and gave it a brand refresh.

The bank's genesis began in 1921, when Heman Perry wasn't permitted to buy socks at a White-owned Atlanta store. That discriminatory act gave him the idea to start a bank for the Black community, providing equal access to funds to buy homes and start businesses.

Today, Citizens Trust Bank, an FDIC-insured bank, serves customers in 49 states.

“We love the story of Heman Perry and the way he turned a moment of pure ugliness into a vision for a better life for all,” Wes Whitener, creative director/co-founder of Guesthouse told Agency Daily. “It felt like the perfect time to reintroduce Citizens Trust Bank to the world, by sharing that story.”

In addition to the campaign, the brand activation Socks With A Story created Heman Perry tribute socks. Customers who open an account with CTB receive a pair.

Founded in 2024, Guesthouse clients include Every Man Jack, Magic Spoon Cereal and GreyStone Power.