The Art of Branch Design: Where Preference Meets Purpose

by Leanne Harrington, Marketing & Design Specialist at NES Group

Design is subjective. Ask five people what they think of a space, and you’ll get five different answers—some passionate, some practical, all valid in their own way. That’s the reality for banks and credit unions designing new branches or renovating existing ones: everyone from board members to frontline staff to customers has an opinion. The challenge is turning that wide range of perspectives into a space that works for everyone.

At NES Group, we believe the best branch environments don’t just look good—they function seamlessly and feel right for the community they serve. That balance between preference and purpose is where the art of branch design truly lives.

Designing for Everyone

In financial institutions, design choices must appeal to a broad audience. A branch is a public space that serves people of all ages, backgrounds, and needs. That means personal style preferences must sometimes take a back seat to universal design principles: comfort, clarity, accessibility, and warmth.

Rather than chasing trends or letting individual opinions guide decisions, we focus on timeless elements that enhance the customer experience—natural light, intuitive layouts, quality materials, and thoughtful branding. It’s not about impressing everyone at first glance—it’s about creating a space that earns trust and feels right with each visit.

Purpose-Driven Layouts and Features

Function is the foundation of any successful branch. A beautiful space that confuses customers or complicates workflows won’t stand the test of time.

That’s why every design decision we make is tied to purpose:

• Strategic layouts that support both teller transactions and advisory services.
• Clear sightlines and intuitive wayfinding that reduce friction.
• Private meeting areas that respect confidentiality.
• Durable, low-maintenance finishes that withstand daily traffic.

By designing for operational flow and customer behavior, we ensure that the branch doesn’t just serve the institution—it empowers it.

Tailoring the Experience Without Overpersonalizing

One of the most effective ways to create a positive branch experience is to reflect the identity of the community. But there’s a fine line between meaningful personalization and visual overload.

We help our clients strike the right balance through controlled customization and thoughtful environmental graphics—elements like wall murals, signage, and branded messaging that tell a story and reinforce identity without overwhelming the space. These visual cues aren’t just decorative—they’re powerful tools that ground the branch in its community and bring the brand to life in a tangible, memorable way.

Done right, a branded environment creates a sense of belonging and purpose. It makes each branch feel unique, while still aligning with a larger institutional identity.

Collaboration is Key

Creating a successful space isn’t a solo endeavor. It takes input from leadership, operations teams, frontline staff, and even the people who use the branch daily. Through mood boards, floorplan reviews, and collaborative design workshops, we bring diverse voices to the table while helping teams stay aligned around shared goals.

Open communication also helps manage the subjectivity of design—when stakeholders understand the “why” behind choices, they’re more likely to support the end result.

Success You Can See and Feel

When a branch is designed with both preference and purpose in mind, you can feel it. Customers move through the space with ease. Staff can do their jobs efficiently. The brand story is present but not overpowering. And the environment quietly builds trust and confidence in the institution it represents.

Ultimately, great design isn’t about pleasing everyone—it’s about creating a space that works for nearly anyone.