Banks post-merger rebranding

Following the commercial merger between Cater Allen Bank and Fleming Premier Banking came the challenge of bringing their two brands together.

Their challenges

Both banks operated differing distribution strategies, to different market segments and with brand positioning. Both former bank’s marketing teams were in the process of transitioning into one team and there were differences of culture, process and levels of expertise.

Our approach

The merger investment provided opportunities to expand the overall private bank customer base and increase the distribution channels. So it was imperative not to destroy that value through alienating either bank’s existing customers. The marketing approach was to keep key design themes and elements from both banks and weave this into a new brand design.

Project outputs

• New brand look and feel
• Brand guidelines
• All brand assets
• Creation and production of sales and technical literature, corporate stationery and all banking stationery
• Internet site page layouts and design
• Business and consumer press advertising
• Exhibition materials
• Introducer packs

Outcome

The complex integration of the two brands was completed from brief to launch within 4 months and Cater Allen Private Bank went on to build further market share.