Gibbons | Peck re-brands Central Pacific Bank of Hawaii

May 20, 2008

GREENVILLE, SC ­ May 20, 2008 – Gibbons | Peck Marketing Communication is working with Honolulu-based Central Pacific Bank on an extensive branding initiative to help the bank leverage its strengths and differentiate itself from competitors in their market.
With 39 branches and $5.7 billion in assets, Central Pacific Bank, Hawaii’s fourth largest, is looking for stronger branded identity that reflects decades of service to the community. The bank was founded in 1954 by a group of Japanese-American World War II veterans, including eight-term United States Senator Daniel Inouye. This rich heritage is a big part of the bank’s ‘fiercely loyal’ approach to building relationships.
As part of the branding project, Gibbons | Peck will conduct research to define their competitive advantage. Once the branding is completed, Gibbons
| Peck will also work with Central Pacific to promote adoption of the new brand amongst the employees and in the branches. The agency will also create a set of brand standards to ensure consistency in future materials and communications.

Gibbons | Peck Marketing Communication ( provides a broad range of strategic planning, consulting, branding, ad agency, and communication management services, and the topical publication Ideas at Work. Their clients include The Peace Center for the Performing Arts, The Palmetto Bank, Benetz Shops, Two Chefs Restaurants, Dixon Hughes, Girl Scouts, AMAMCO Tool, Riverside Bank of Florida, Northeast State College in Tennessee, and New York Butcher Shoppe.