Banco Exterior

Banco Exterior is one of the most important financial institutions in Venezuela. By 2008, they were turning 50 years and with it came the urge to work on the rebranding of their image. My part on this, was to work on a strategy to launch the new image. As an Art Department Supervisor at the agency, my approached was to create a teaser campaign. A series of pieces for press and outdoor advertising, only involving sentences and images that reflected the values offered by the bank to their customers for the last 50 years. Their corporate colours were present too, but in a totally new visual style without revealing their logo. After a month of teaser campaign, the issue was talked about and with fascination as strong values were attached to it. Ordinary people showed to take great interest in it and then, the released was made. Banco Exterior increased their customer base by around 200%, which was their main goal. Maintenance campaign was created using same images and sentences to let the people know that values will be the same, but now with the new look and feel of the brand. All corporate design and collateral were also created.