Objective
Sterling National Bank contracted Gilmore Group to support their Branch Transformation efforts. Main deliverables included branch strategy, design, documentation, and oversight services. Subsequently, as part of their go-forward plans the bank sought for us to complete design for additional sites, including architectural development for a new PAD-building branch and exterior storefront design services. We were also contracted to compile a comprehensive Standards & Guidelines document.
Solution
After completing research & analysis including focus group studies, we developed design strategies that also incorporated executive feedback, refining the vision through multiple initial concepts. Building from that refined vision, we developed a comprehensive branch experience strategy that included design, customer experience, operations, and technology. We designed an advisory-focused prototype with integrated technology to ensure Sterling National Bank secured and expanded its affluent client base. A branded, modular kit-of-parts provided options to change their financial centers over time, as space for transactions transitioned into space for face-to-face engagement. Selected pilot sites were implemented with the new branch strategy and design. Taking learnings from the implementation of these pilot sites, we further refined the design for application at additional branches.
Through multiple studies, schematics, and conceptualizations, we also developed a new PAD-building branch design. Areas of focus included architectural design & brand expression, interior layout & fit of programming, integration of signage & branded components, and placement & orientation of the building on a given site.
Additionally, we created a comprehensive Standards & Guidelines document that included detailed information about the specifications for and applications of: exterior signage; ATM signage, surrounds, & vestibule; interior branding & environmental graphics; interior communications; compliance communications; digital merchandising; branded client-facing millwork & back-of-house millwork; partitions & dividers; furniture; interior finishes & lighting; and equipment.
Results
Following the implementation of several branches, Sterling Bancorp is to be acquired by Webster Financial in a deal that values Sterling at more than $5 billion.
