Umpqua Bank: Managing the Culture and Implementing the Brand

Case Solution

Karen J. Freeze
Design Management Institute ()

Umpqua Bank is an Oregon-based company seeking to revolutionize the banking industry with a creatively non-traditional culture and radical retail mindset (“stores,” not “branches”), backed by highly innovative environmental design. Umpqua has grown rapidly and faces critical issues including: (1) How can a company strengthen and maintain its corporate culture while growing rapidly through mergers and acquisitions? How can this service organization, a quirky bank with a distinctive culture, accept and retrain hundreds of new employees from traditional banks? AND (2) What role does general environment design (“Experience Design”) play in maintaining corporate culture and brand expression and how much should be invested in this form of brand expression? Provide two examples and ask how this bank addresses the issue of costs vs. Each of them is worth designing.

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