The retail store, reimagined as an elevated service experience.
A regional bank’s flagship branch becomes a top-to-bottom expression of its people-first brand promise.
In 2006, Umpqua Bank was a small local bank with a big idea: create a retail banking experience that truly resonated with the communities where it operated. This vision became the soul of a new kind of bank, and it was Ziba’s job to translate that into a scalable customer experience that only Umpqua could own. Much of the insight that drove the Ziba team came straight from Umpqua’s leadership—they called themselves the World’s Greatest Bank, and they meant it. And they loved the people who banked with them.
Instead of branches, Umpqua has ‘stores’, that combine elements of a boutique hotel, high-end retail, and café to offer a unique experience. Ziba’s integrated service and environment design strategy reinforced this, with a training program modeled on the Ritz hotel chain, and spaces that encouraged visitors to relax, grab a (really good) cup of coffee, and browse the different financial products on display. In the evening, many Umpqua stores turn their space over to the community, for classes, performances, and exhibitions.
After opening their new flagship store, and rolling out the strategy region-wide, Umpqua’s growth skyrocketed from $2.9B to $12B in assets in just 5 years. Starting from 16 branches, Umpqua has grown to become the country’s largest regional bank, with 350 stores throughout the Pacific Northwest and California.