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From Transactions to Connections: Six Key Elements for Successful Branch Design

By Jared Monce, AIA

March 4, 2025
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Designing a branch that meets the needs of today’s banking is no simple feat. It’s not just about creating a space for transactions—branches are evolving into hubs of connection, trust, and technology.

With the rise of digital banking, the relevancy of physical branches has come into question. Yet studies, including the EPAM Consumer Banking Report, show that branches remain vital, with people across all generations still valuing in-person service, financial advice, and personalized interactions.

Financial institutions have a unique opportunity to design branches that reflect their core missions and deeply engage those they serve. Let’s look at six design elements that are guiding the next generation of branch design and redefining the banking experience.
SAFE Federal Credit Union – Red Bank Branch exterior
SAFE Federal Credit Union – Red Bank Branch exterior

1. Program and Purpose — Building with Intent

Every branch must start with a clear purpose. While some branches may focus on facilitating transactions, others may prioritize financial consultations or customer engagement.

For transaction-focused designs, it’s essential to:

  • Allocate space for efficient, simple transactions.
  • Remove perceived barriers between staff and guests to create a sense of openness and accessibility.

For relational purposes, branches can:

  • Incorporate flexible furniture in the lobby to spark conversations.
  • Create spaces like private offices with soft seating to make guests feel comfortable.
  • Add multipurpose conference areas to host events or meetings.

When a branch’s purpose is clearly defined, it creates an intentional space that serves the exact needs of its clientele.

2. Customer Experience — The Power of Personal Connections

The physical branch remains a key touchpoint for those seeking face-to-face interactions and financial advice. First impressions matter, and humanizing each touchpoint enhances trust.

To craft a customer-centric experience:

  • Focus on designing a welcoming first impression.
  • Eliminate rigid, traditional layouts and transition to flexible environments that cater to different banking journeys. These three branch models are designed to provide different customer experiences.
  • Prioritize adaptability, ensuring the space evolves with customer or member expectations.

Centering the design on relational conversations and flexible layouts establishes trust and loyalty, especially for younger generations seeking advice and guidance.
Paragon Bank branch lobby
Paragon Bank branch lobby

3. Brand Immersion — Bring the Brand to Life

Branches are an extension of a financial institution’s mission and identity. Every detail—from the colors used to the furnishings selected—conveys the brand’s story to the community.

Strengthen brand immersion by:

  • Subtly using brand colors across furniture and design features; bold tones can be overwhelming.
  • Adding specialty lighting to enhance the ambiance.
  • Incorporating renovations that clearly communicate a commitment to improvement and customer experience.

A well-designed branch doesn’t just tell visitors who a financial institution is—it shows them.

4. Technology Use — Marrying Innovation with Service

Technology isn’t just about online services; it’s a powerful tool for enhancing both the customer and staff experience. From streamlining transactions to integrating marketing efforts, tech plays a central role in modern branches.

Leverage technology by:

  • Using tools like ITMs (Interactive Teller Machines) for self-service options, reducing wait times and giving clients autonomy.
  • Installing digital signage to share promotions, updates, and educational content.
  • Blending technology with human service to ensure personal touches are never lost.

When done right, technology makes the branch smarter and more efficient, driving satisfaction across every generation.
Pioneer Federal Credit Union Morganton Lobby
Pioneer Federal Credit Union Morganton Lobby

5. Physical/Digital Continuity — Creating a Seamless Experience

Clients don’t distinguish between a financial institution’s branch and its website—they view them as one cohesive entity. Ensuring physical and digital presences align is critical to delivering a seamless experience.

Integrate both worlds by:

  • Designing branches that guide visitors into the digital ecosystem, offering assistance and education on tools like mobile banking apps.
  • Creating a consistent visual identity between the institution’s physical spaces and online platforms—this builds trust and reinforces the brand.

Connecting physical and digital offerings creates a seamless, omnichannel experience that strengthens engagement.

6. Community Engagement — Strengthening Local Connections

Financial institutions thrive on their connection to their communities, and branches can act as ambassadors of this relationship.

Design branches that foster community relationships by:

  • Showcasing local artists in the branch spaces to reflect community pride.
  • Creating community rooms that allow local groups to host events, bringing people together.
  • Using environmental graphics that emphasize the institution’s commitment to the community.

When people feel seen and valued, they’ll view the branch as more than a business—it becomes a pillar of the community.
Paragon Bank outdoor patio
Paragon Bank outdoor patio

Designing a successful branch requires more than just choosing furniture and paint colors. It’s about creating spaces that reflect a financial institution’s mission, serve its clients, and integrate seamlessly into the digital world. Whether it’s welcoming visitors with open, relational layouts or reinforcing brand identity, these six pillars can guide a successful branch design.

Get inspired by the projects we’ve completed for other financial institutions. And if you’re ready to take the first step toward reimagining your branches, reach out to us. Together, we can build branches that aren’t just functional—but transformational.

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