Wachovia became the fourth largest bank in the U.S. after its merger with First Union in 2001. In need of a newly defined brand identity, Gilmore Group was asked to design and implement a new brand strategy and visual identity.
After studying the bank’s various brand marks and familiarizing the team with Wachovia’s brand values of wisdom and community, Gilmore Group developed the brand strategy, communications strategy, graphic design, merchandising & marketing collateral, signage, experiential branding, a robust Kit-of-Parts, and Standards & Guidelines.
Leveraging and promoting Wachovia’s strengths, the creative strategy was built upon the idea of rivers and the newly generated vision “Uncommon Wisdom for Shared Success”. Expansive, directed, dynamic, resourceful, and lifeblood of the community – this inspiration was actualized through all touch points and added much needed vitality to the brand experience. The brand strategy revolved around the goal of a major bank that is easy to do business with.
The resulting interior and exterior environmental branding systems were designed to reflect this: aesthetically warm and approachable interiors, comfortable furniture in the waiting areas, and a teller line resembling a concierge desk.
The strategy channeled parity: equal access to all the bank’s services for all of Wachovia’s customers and a layout that gave all service areas equal visibility from the entrance.
The new brand rolled out across the entire network from New Jersey to Florida. The program successfully converted and unified 2,700 financial centers and allowed for high customer retention while the high-impact exterior facing brand elements attracted attention and increased foot traffic. Results were well received throughout the network.