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New Boise bank ‘brightens’ up branding with name change

In February, we told you about the new Alpine State Bank branch in the Hoff Building at 8th St. and Idaho St.

Now, the brand new bank, will get a brand new name. Alpine State Bank is now Bright Bank.

“Though it may be a surprise decision, the choice is intentionally directed at responsibly supporting our local community members and businesses,” the bank wrote in a LinkedIn post. “There are a few local and regional entities with a similar name that includes ‘Alpine’ and we want to respect their identity while carving out our own. So, we pivoted.”

A quick scan of Google Maps for Boise shows lots of local businesses with Alpine in the name. Alpine Mortgage, Alpine Painting, Alpine Ponds, Alpine Wellness Clinics… even Alpine Home Elevators.

[Iconic downtown Hoff building gets billionaire new owner]

Alpine moved into the former Mountain West Bank branch in the Hoff when that bank moved its branch to 9th and Idaho. New Bright Bank signs will go up on the branch, according to permits filed with the City of Boise.

Bright is an offshoot of the Bank of Jackson Hole, according to the Jackson Hole News & Guide.

Bright Bank says it plans “tech-forward tools and security features,” and hopes to focus on customer service. Bank of Jackson Hole dates to 1982 and operates locations throughout the greater Jackson area.

Don Day - BoiseDev Editor
Don is the founder and publisher of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow. Contact him at don@boisedev.com.

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