Developing the BoA Super Brand

After its purchase of Fleet, Bank of America was in need of an urban branding overhaul for its financial retail spaces. As retention was a top concern for Bank of America, Gilmore Group was retained to help convert the Fleet landscape, successfully retaining Fleet's customers while also attracting new ones.

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Effecting the transition of Fleet to Bank of America at all touch points resulted in a program including interior design, building architecture, new signage, merchandising, and ATM surrounds.

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Our high-visibility design solutions were the ultimate drivers in expanding the brand in Manhattan and other urban areas in the Northeast. In one powerful launch, Gilmore Group assisted with establishing a prominent Bank of America brand within the urban landscape.

The resulting impression was that there were “hundreds” of new branches, when in reality there were far fewer.

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A new customer experience model was also developed that integrated high-end multimedia and an interactive service center. Online banking stations, ATM surrounds, and interactive kiosks brought a high-impact digital brand experience into the branded physical space.

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The efforts of our work culminated in the design of numerous high-profile sites as well as Bank of America’s flagship branch located within their New York City headquarters at One Bryant Park. The new flagship store offered the next-generation banking experience: high-tech, future-focused, and completely customer-centric.

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