What's Happening?
West Bank, headquartered in West Des Moines, has installed a 37-foot-wide 'happy face' display on the roof of its building. This installation, named 'The West Des Moines Welcome,' is designed to be visible to passengers arriving at Des Moines International
Airport from the north. The display also features the city's name and aims to create a memorable first impression for visitors and a familiar greeting for returning residents. According to West Bank Chairman and CEO Dave Nelson, the project celebrates the community where the bank was founded in 1893, expressing pride in their roots and hoping the display brings smiles to people.
Why It's Important?
This initiative by West Bank serves as a unique form of local branding and community engagement. By creating a highly visible landmark for airport passengers, the bank is not only promoting its presence but also contributing to the city's identity and welcoming atmosphere. For West Des Moines, this display could enhance its image as a friendly and welcoming city, potentially boosting local tourism and business interest. For West Bank, it reinforces its long-standing connection to the community and positions itself as a proud local institution, which can foster goodwill and customer loyalty in a competitive financial market.
What's Next?
The 'West Des Moines Welcome' is expected to continue serving as a prominent visual for air travelers, potentially becoming a recognized symbol for the city. Other local businesses or institutions might consider similar creative approaches to community engagement and branding, especially those located near high-traffic areas like airports. The success of this project could inspire further collaborations between businesses and local government to enhance public spaces and create unique community identifiers.
Beyond the Headlines
Beyond its immediate function as a greeting, the rooftop display reflects a broader trend of companies investing in public art and visible branding that integrates with the urban landscape. This can contribute to a sense of place and community pride, moving beyond traditional advertising to create a more immersive and positive brand experience. Such initiatives can also spark conversations about the role of corporate entities in shaping public aesthetics and contributing to the cultural fabric of a city.
