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CitySavings Delivering a national expansion strategy through straightforward banking

CitySavings

Delivering a national expansion strategy through straightforward banking

Year
2011

Financial Branding: Originally set-up to provide financing for teachers in Cebu (Phillippines), CitySavings looked to rebrand itself in preparation for expansion into new regions & segments by leveraging the Aboitiz Group’s reputation. It also sought to define a service culture that aligned its growing organisation.

Brand Consultancy in Financial Services Industry. Signage for City Savings Bank.
Brand Consultancy in Financial Services Industry. Poster for City Savings Bank.

Marketing & Communications

A brand promise articulating CitySavings’s straightforward approach to banking was created & expressed in the tagline “Simple Is Good”. The brand’s new identity sports a simple word mark that integrates the Aboitiz Group endorsement. Sunflower Yellow was evolved from the existing colour palette and a Royal Violet was introduced to stand out. In place of typical lifestyle imagery, simple animal illustrations & data visualisation anchored its new look together with a straightforward copywriting style.

Brand Consultancy in Financial Services Industry. Staff of City Savings Bank.

People & Culture

Workshops engaging management, branch managers & staff were conducted to define the brand’s service principles. Examples of “on-brand” behaviour were identified and later incorporated into a brand book for all staff.

Brand Consultancy in Financial Services Industry. Website design for City Savings Bank.

Products & Services

New product & service opportunity areas were identified in workshops. A more targeted menu system was created to highlight relevant products for different segments.

Brand Consultancy in Financial Services Industry. Office design for City Savings Bank.
Brand Consultancy in Financial Services Industry. Office design for City Savings Bank.

Spaces & Places

We designed a new branch concept to incorporate the brand’s new look as well as signature features ideated in workshops. Together with a new website, these key touch-points were designed to create a straightforward banking experience for customers.

Visit: CitySavings