Fighting the "sea of sameness" with our old brand, we rebranded Live Oak Bank to bring it into the modern era in March of 2020 (that's right, also at the start of a global pandemic). Focusing on a mantra of "high-tech and high-touch," our new brand elements emphasize the human element and the authenticity of the "technology" of nature. We wanted the hero of our story to be the customers who help the bank thrive while positioning ourselves as a trusted partner in their personal or professional journeys.