Objective
Create a high-impact merchandising environment based on a refined brand definition that is relatable, engaging and generates an emotional connection with the consumer. Communicate the strength of “Lion Power” and friendliness of their signature icon, Hubert the Lion, in a dynamic, friendly and proprietary way across all branch types and locations. Create a branded merchandising environment that will increase revenue and customer satisfaction through engagement.
Result
To achieve a sense of consistency between vastly dissimilar physical settings, merchandising elements become key brand, image and experiential components; the lobby is positioned as a Discovery Zone that moves the customer from a sense of aspiration and optimism toward key life-stage possibilities.
Design Elements
- From architectural branding to dimensional marketing, merchandising elements, titled Embassy or Gateway, draw consumers into the environment with graphics expressing the bank’s values, and provide information on opportunities and offerings in an approachable manner.
- Allowing for change and renewability within the evolving landscape of the Chicagoland financial services segment, a variety of graphic approaches texture print, 3-D and digital signage, brochures and on floor “stand up” meeting spaces provide for customer and associate interaction.
- Overscaled images mix with marketing media to create a sophisticated approach that captures the consumer’s attention, while dramatic photography establishes an emotional theme and sense of energy, providing visual texture against the palette of warm earth tones that complements the boldness of the signature Harris red.
- Merchandising panel components work together in supporting the overall brand and marketing message, while elements such as writing surfaces and brochure holders allow accessibility to the banking customer.
