The timed launch for “Be Independent,” the new brand expression and mantra.
Struggling to connect with younger audiences with traditional service & fee approach. Customers needed to feel like individuals with unique aspirations, not just account numbers.
At the same time, employees—the face of the brand in conventional banking—needed to genuinely trust and believe in the brand to become authentic ambassadors. Building a sense of acceptance and community couldn’t be forced; it had to be inspired. Any shift in positioning required a two-fold approach—one for the consumer and one for the employee.
Manual Assembly: 10 boxes were sent from the vendor in advance so my team could align on the best way to pack the contents to serve as a rubric.
Gift box: Employees were given a gift box at the end of December 2019 and told to store them until January 15, 2020. On that date, they would receive an email from the CEO instructing them to tune into their digital signage screens and watch with their respective teams.
Production.
Final Cut.
Inside vs. Outside: The Outside of the box was designed with the old brand palette, while the inside used the refreshed colors. This was to ensure each employee experienced the transformation first-hand, leaving behind the old and embracing the new.
Matching Swag: Designed to create an environment where employees want to embrace the brand and show their team spirit.
Brand Guide: Walked the employee through the new positioning statement, brand promise, and the meaning behind each of the brand elements and colors.
Color Palette: A quick reference to inspire employees to be on-brand when purchasing apparel and office supplies.
New App UI: Both the business and retail customer apps were updated to reflect the new branding as well as a simpler, more seamless way to navigate.
