Grandpoint
The point of banking: Offering a new approach
Situation
How can a promising new banking institution successfully differentiate itself within an industry in turmoil?
With many financial institutions under scrutiny or in a state of collapse, Grandpoint seized the opportunity to create a better bank: financially stable, well managed trustworthy, un-bureaucratic, accessible and highly personalized. Founded by a team of respected industry veterans, Grandpoint Bank would dedicate itself to helping private, commercial and institutional clients build and manage their wealth through integrated banking and specialized financial services customized for their needs. In preparation for its launch, Grandpoint needed to create a memorable brand identity that would capture its unique service philosophy and aspiration to be a top-tier banking services provider.
Solution
Baker developed a brand platform centered on Grandpoint’s primary point of differentiation: the ability to deliver intelligent, personalized financial products and services through a trusted relationship manager. Distilling this idea, Baker designed a logo and tagline signature that expressed the bank’s value proposition in simple, elegant statement: Grandpoint. Bank smart. Build trust. The prominent point at the end of the Grandpoint logotype served as an emphasis and a visual reinforcement of how the bank would integrate services through a single point of contact. Additional program components included proprietary brand imagery, stationery, signage, collateral and a website—all featuring a distinct look-and-feel and conversational tone that avoided conventional banking vernacular while still conveying the substance and savvy of the bank’s seasoned founders.
Results
The resulting creative captured the spirit, vitality and character of a new kind of bank: smart, reputable, collaborative, confident and classy. Baker ensured that the program’s visual vocabulary could extend effectively to all media and environmental applications to create a cohesive and consistent client experience across touch points. More importantly, the new identity provided a flexible and scalable platform for growth, as demonstrated by the integration of two acquisitions, made within the first few weeks of the launch under the Grandpoint Bank brand.