“Family of Brands” Rebranding Strategy

In the competitive banking industry, a cohesive and modern brand identity is essential for building trust and recognition among customers. BayCoast Bank recognized this need and initiated a comprehensive rebranding strategy to unify its six subsidiaries under a single, cohesive visual identity. This strategic rebranding initiative not only unified the visual identity of BayCoast Bank and its subsidiaries but also strengthened brand recognition and trust among customers, positioning the bank for continued growth and success in the competitive financial services market.

GOALS

  • Increase brand awareness by 3% throughout the service area.
  • Refresh logos and establish visual unity among the BayCoast Bank family of brands.

RESULTS

  • Achieved a 7% increase in brand awareness, exceeding the initial target.
  • Successfully designed a cohesive visual identity, refreshed logos, and updated stationery items.

SCOPE

  • Brand Identity: Standardized colors, typography, iconography, photography, and tone of voice across all marketing materials and brands.
  • Logo Creation: Collaborated with graphic designers to refresh multiple logos, incorporating the iconic BayCoast blue and gold colors.
  • Color Palette: Developed a cohesive color palette to create visual unity while allowing each brand to maintain its unique identity with distinctive secondary colors unique to each brand.
  • Typography: Established bold and easy-to-read fonts to contribute to a cohesive and professional image for BayCoast Bank and its subsidiaries.
  • Stationery Items: Designed, procured, and distributed new branded materials, including letterhead, envelopes, flyers, brochures, business cards, and name tags.
  • Press Releases: Proofread and approved regional name change press releases to ensure alignment with the cohesive brand identity.

TOOLS

  • Adobe InDesign
  • Adobe Illustrator
  • Adobe Photoshop
  • Denim Social/Social Media
  • Microsoft Office Suite

SKILLS

  • Brand Strategy: Aligned the brand identities of six subsidiaries with BayCoast Bank’s established brand.
  • Project Management: Oversaw the design, procurement, and distribution of new materials.
  • Graphic Design: Designed stationery items with a minimalist design featuring the blue and gold colors and accent colors for each brand.
  • Presentation: Presented design concepts and strategies to key stakeholders, including the senior team and board members, to gain approval and support for the rebranding initiative.
  • Communication: Collaborated with external agencies and ensured smooth communication of brand launches and updates to employees and the community via press releases and emails.

MORE INFO

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