Community First Bank recently underwent a rebranding to modernize its curb appeal and to unify its different business lines, which now include wealth management, trust services and home mortgages.

Formed in 1997, Community First Bank, headquartered in Kennewick with branches in Richland, Pasco and Connell, is the longest running community bank in the area, according to CEO Eric Pearson.

“It’s really about being our clients’ financial partner for life, for our employees, small businesses, being a first class business bank, but also serving families and individuals. We have great consumer products,” said Jim Arneson, president of Community First Bank. “With the rebrand, we’re tying that all together.”

“That means we are able to take care of our client from first checking account to retirement, or if a business owner needs a 401(k) plan or help with estate planning or trust services,” Pearson said. “Serving multiple generations, we’re the longest lasting bank in the area. We want to be here 100 years because we really can take care of their needs under one roof.”

In 2016, Community First acquired HFG Trust and subsequently brought wealth management and trust services to its portfolio of services. The acquisition was the precursor to the rebrand, Pearson said.

“The merger had been a long time coming. We changed Haberling Financial Group to HFG Trust, changed the look and feel, and went through the process of setting them up as a new future of offering trust services,” Pearson said. “It’s really one big family now. We subsequently expanded our mortgage business, so we wanted all of these businesses to look and feel as part of the same family.”

Pearson said it was important to promote the long-term history of the bank within the community as one of the longest standing locally-owned financial institutions, so although they deliberated, they ultimately decided against changing the name.

But the logo received a freshening up.

“It’s a more modern, stylized ‘C,’ appropriate for what we’re doing and where we are,” Arneson said, adding that the bank also updated the look of its electronic and mobile products.

Community First Bank is updating existing signage on the exterior of its buildings as well as adding new signs and painting. All of its communications and marketing material — from website, brochures, business cards and letterhead — will change too.

“We’re making the client experience as great as it can be,” Arneson said. “It’ll be crisp and new and fresh. Online, you’ll see a more modern experience. We’re shortening the path for users to do things, like transfer funds. We’re trying to do the work so our clients don’t have to.”

The new website launched Nov. 5, the same day as a ribbon-cutting ceremony with the Tri-City Regional Chamber of Commerce. A mobile app will be phased in.