“Family of Brands” Rebranding Strategy


BayCoast Bank and its six subsidiaries undertook a rebranding project to unify six subsidiaries under one cohesive visual identity. The successful rebrand achieved a modern and unified look, incorporating the iconic BayCoast blue and gold colors and distinctive secondary colors unique to each brand.

GOALS

  • Increase brand awareness by 3% throughout the footprint.
  • Refresh logos and create visual unity across the BayCoast Bank family of brands 

RESULTS

  • Achieved a 7% increase in brand awareness, surpassing the initial goal of 3%
  • Successfully designed a cohesive visual identity, refreshed logos, and procured new stationery items.

SCOPE

  • Brand Identity:  Implemented consistent colors, typography, iconography, photography, and tone of voice in all written pieces and marketing materials.
  • Logo Creation: Collaborated with a graphic designer to refresh multiple logos.
  • Color Palette:  Established a cohesive color palette to create visual unity but also included a secondary color unique to each brand to differentiate them.
  • Typography: Established a set of bold and easy-to-read fonts contributing to a cohesive and professional image for BayCoast Bank and its six subsidiaries.
  • Stationery Items:  Designed, procured, and distributed new branded letterhead, envelopes, flyers, brochures, business cards, name tags, etc. 
  • Press Releases:  Proofread and approved regional name change press releases, ensuring they aligned with the established cohesive brand identity.

TOOLS

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

SKILLS

  • Brand Strategy: Aligned brand identities of six subsidiaries with BayCoast Bank’s established brand.
  • Project Management: Oversaw the design, procurement, and distribution of new materials like letterhead, envelopes, flyers, brochures, business cards, and more.
  • 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, 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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