METAIRIE, La. – Citizens National Bank is now Bonvenu Bank.
The 40-year-old institution unveiled its new name and logo at an April 18 event at its three-year-old south Louisiana headquarters at 3908 Veterans Memorial Boulevard.
According to Jim Hudson, the bank’s New Orleans market president, the decision to rebrand came down to the fact there are too many other banks with similar names.
“There are one hundred and seventy-seven banks in the United States that have Citizens in their name,” said Hudson at the event. “There are six banks in Louisiana that have Citizens in their name. We want to own our brand and be unique in everything we do. I think we do too many good things in the community for other banks to take credit for the things we do.”
The bank tapped Atlanta-based marketing company Adrenaline, which also has worked with LCMC Health, to assist with the rebranding effort. The result of the yearlong process is a name inspired by the French word “bienvenue,” meaning “welcome.” Bank President and CEO Jason D. Smith said the French word underscores the institution’s ties to its home state.
And, as Hudson pointed out, it’s also trademarked.
“The new brand highlights one of our best assets, our ability to welcome our customer’s vision,” said Smith. “This brand signifies our willingness to open our eyes and minds to see what customers see, especially those small business owners who have vision but need versatile financial guidance.”
CNB opened its first branch in 1985 in Bossier City. It has grown to hold $1.6 billion in assets and it has 15 branches across the state.
In 2021, Hudson, who is the former president of Omni Bank, opened the bank’s first south Louisiana office. In the time since, the bank has opened branches in Gretna, Mandeville and Baton Rouge.
The newly redubbed Bonvenu offers consumer and business products, mortgage lending and investment services in addition to commercial loan and treasury management products. Its Metairie office has become a “community hub,” and hosts meetings for the Jefferson Business Council, the Jefferson Community Foundation and other groups.
“The new brand represents the Louisiana we embrace,” said Smith. “There’s also no better way to describe this financial powerhouse other than welcoming. The leaders at this bank welcome customers to share their hopes and dreams and then they form a partnership to bring those visions to reality.”
