Provident Bank Launches New Rebranding Initiative

Bank unveils new tagline and image campaign


JERSEY CITY, NJ – The Provident Bank today launched a new rebranding initiative, which includes a new tagline and image campaign, designed to reinforce how the bank defines itself – a community bank deeply rooted in New Jersey that’s committed to meeting the needs of its customers.

The bank’s new tagline, “Commitment you can count on,” emphasizes that Provident’s commitment to consumers and businesses in New Jersey is steeped in its DNA.

“There is a notion that all banks are the same, but our employees go above and beyond to provide personal attention and customized financial solutions. In fact, commitment to our customers has been our guiding principle for 173 years. We want our customers and potential customers to know that we hear and understand them. Their financial success is important to us,” said Chris Martin, chairman, president and CEO.

In addition to the new tagline, Provident is rolling out a fresh, new advertising campaign offering a new look and feel. Customers will notice new images reflected in external marketing, merchandising and collateral materials, on Provident’s website and social media sites.

As part of Provident’s rebranding initiative, the bank is hosting a “Commitment you can count on” series on Facebook and Twitter. Provident will offer tips on a monthly basis about boosting commitment to savings and managing finances through a series of interactive polls, contests and sweepstakes.

The “Commitment you can count on” social media series kicks off with a “Commitment to Savings” month. Throughout September, Provident will provide savings tips to New Jersey residents of all ages to help them reach their savings goals.

Visit and to join the conversations. More information about Provident is available at

About The Provident Bank

With $5.2 billion in deposits, The Provident Bank ( serves its customers via a network of full-service branches throughout northern and central New Jersey. The Provident Bank is the wholly owned subsidiary of Provident Financial Services, Inc. (NYSE:PFS), which reported assets of $7.1 billion as of June 30, 2012.