After many years of being positioned as one of the most traditional and solid banks of Venezuela, Banco Exterior felt the need to upgrade its identity and image in order to grant the brand an added value in a financial market becoming more and more demanding and competitive. At that time, it requests the services of I&RS, based on our wide experience in branding for financial institutions of renowned success.
The I&RS team began this project through a process of research and identification of the perceptions and expectations of the clients and employees of Banco Exterior’s financial services. We assessed the personality of the brand, as well as its strengths and weaknesses in order to identify which aspects should be reinforced, modified or minimized.
Based on the information gathered and the New Values and Attributes, the process of the strategic design of the brand was begun. The positioning, logo, voice and brand architecture, as well as key messages and slogans were developed. Later, Focus Groups were carried out to evaluate and determine the proposals for a logo, positioning and slogans with all the clients. Once the logo was selected, the development of the external identification of the Network of Agencies and its electronic services was initiated. The final artwork of the façades of its 72 agencies was designed and documented, insuring a Corporate identity and a unique, cohesive and defined personality, both of the Bank as of its brands and products. Likewise, in the present or renovated branches was designed the Merchandising, or furnishings and communication of products, as well as the signage for identifying location of the services, according to the new Architecture Project. The brand, merchandise and signage documents or manuals offer a “Visual Dictionary” containing the parameters for the adequate use of the Corporate Identity of the Bank and its brands, guaranteeing a graphic continuity and uniformity of the entire financial organization.
Details of the Project
- Upgrading the logo
- Corporate Identity
- Brand Architecture
- Exterior Signage
- Merchandising System