Visual identity brings new contours and expressions with pieces for offline and digital media
ABC Brasil announced brand changes and new positioning. With a reformulation process built over the last two years, the new feature is presented in the year in which the financial institution turns 35 years old.
The brand’s campaign and strategy were developed by Design Bridge and have the concept “Together, we accelerate your growth”, which refers to the brand’s characteristics.
The concept of ROR (Return on Relationship) guided the strategy, as a way of measuring the success of the business and the potential of the brand. Aligned with the concept, the visual identity takes on new contours and expressions. The letter “A” in ABC now has a rounded arc and refers to the connection between the bank and customers. The slogan “Singular, like business and people” reinforces the characteristics of the new brand.
“One of our biggest differentiators is not what we do, but how we do it. With our consultative service, we identify demands to deliver what the customer needs, at the speed they need. And all our work with the new communication is focused on to this point, using the bank’s own attributes as an instrument”, says Izabel Branco, VP of brand, talents and ESG at ABC Brasil.
The new positioning is aligned with ABC Brasil’s diversification strategy, which includes expanding the addressable customer market and expanding the product portfolio, in addition to the inclusion of ESG aspects.
The new campaign, which will last until the end of the year, features pieces for offline media, in airports, clocks and LED displays/boards in commercial buildings and shopping malls, as well as insertions in digital media.
