Cathay Bank is the oldest Chinese-American bank, with a rich history of serving the immigrant community, establishing credit and small business loans for people rejected by traditional lenders. In 2004, Cathay Bank was undergoing a merger and reaching beyond their traditional market to expand into a fast-growing demographic segment, second-generation Asian Americans. Their efforts were handicapped by their image, which had changed little since the bank was founded, and they needed to update their brand.