New name heralds institution’s commitment to personalized, customer-first banking

Citizens National Bank, founded in North Louisiana in 1985 and expanded in South Louisiana in 2021, has introduced its new identity as Bonvenu Bank.

Bonvenu Bank, inspired by the French word “bienvenue,” meaning “welcome,” is designed to invite consumers to a more personalized banking experience where the banker and customer enjoy a partner relationship. Jason D. Smith, president and CEO of Bonvenu, said, “The new brand highlights one of our best assets, our ability to welcome our customers’ vision.

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. The name change signifies our commitment to engage with our customers in more direct, personalized ways that will address their financial needs in a customized manner.”

Smith became president and CEO in April 2016. The leadership team remains the same, said Cindy Aubrey, vice president of bank marketing. The main branch is in Bossier City, with 10 other locations in Northwest Louisiana and others in Baton Rouge, Metairie, Mandeville and Gretna.

Aubrey said Bonvenu has 220 employees statewide and has a large presence downtown at Beaird Tower, which includes executive and accounting offices, a training room and a community room.

Jason D. Smith

Cindy Aubrey

This is the bank’s first name change, said Aubrey. She explained that there were several other Citizens Banks in Louisiana. French-inspired branding underlines the bank’s profound ties to Louisiana, highlighting its dedication to the community’s prosperity and well-being for almost 40 years.

The new bank logo features a bold, vibrant color palette of teal, gold, sky blue and oyster. A crown-like symbol next to the strong sans-serif typeface that reads “Bonvenu Bank” is an abstract representation of Louisiana’s culture and landscape. “We are owning who we are,” Aubrey said.

Meanwhile, Smith reminded stakeholders that a name change will not change the institution’s tried-and-true fundamental values and operational principles. The bank remains focused on customer-first service and helping improve the communities it serves. This rebranding reinforces the bank’s allegiance to its origins while striving for continuous growth, ensuring mutual success for the bank and its community.

“The new brand represents the Louisiana we embrace,” Smith said. “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. That’s personalized banking.”

Committed to offering a community-centric banking experience, Bonvenu Bank embodies the strength of a united community striving toward a prosperous future.

“If the community prospers, we benefit. We all live and work here,” Aubrey said, adding that the bank partners with organizations and schools and donates to and sponsors events.

“A few of our community partnerships are Shreveport Regional Art Council (ArtBreak), Gingerbread House, Volunteers of America, Goodwill, Renesting Project, Shreveport Bossier Rescue Mission, ARC and Community Renewal,” Aubrey said. Employees have some paid hours to volunteer quarterly, and many serve on boards.