Lone Star National Bank
Lone Star National Bank of Pharr, Texas, sponsor of the National Basketball Development League’s Rio Grande Valley Vipers, expressed interest in developing a mascot that could be used both at Vipers home games and for the bank’s broader outreach efforts. They viewed this as an opportunity to be more than a sport sponsor and chose to develop a corporate mascot that could represent them wherever they were active in the community. VStar’s primary challenge was to develop an equity character where one had not previously existed, and to create a bond with the youngest consumers in a traditionally “grown-up” industry.
VStar helped Lone Star create a face for their brand in the character of “Cash,” a gregarious, fun-loving cowboy who personifies the bank’s strong, friendly image. VEE’s costume development team created concept designs that helped determine which materials and ergonomic engineering features would best afford Cash the ability to play basketball, sign autographs, ride his hobby horse, and make calls on his giant cellular phone. Today, Cowboy Cash is a rugged and huggable character who projects a strong brand image that resonates with Vipers fans of all ages. “We’re very involved and passionate in everything we do,” said Lone Star’s VP and Marketing Director, Edna De Saro. “We’re a community-based bank, so what better way to bring the bank into the community than with a mascot that can make kids happy, and adults smile, too? VStar helps the client become involved. I absolutely loved it.”