Reinventing the 239 Year-Old BNY Mellon Brand
BNY Mellon is America’s first bank, founded by Alexander Hamilton. Although it has a storied history of innovation, the brand has grown stagnant over the last few decades. BNY Mellon’s reputation for trust and stability is well-known and respected… but only with those who have worked with them. Outside of that group, there is little brand recognition, awareness or understanding.
We needed to quickly reposition the brand as a modern, innovative, and more relevant bank to the next generation of stakeholders, shareholders and employees.
#brandcampaign #rebrand #design #toneandvoice #brandnewvibe #brandguidelines
Our first step in this evolution was to define our brand purpose and translate it into a marketing platform that could communicate our relentlessness on behalf of our clients and our unique vantage point within the financial industry:
Consider Everything.
Now armed with a new brand platform, we needed to reintroduce the brand and capture (and hold) the attention of today’s modern financial leaders. To do this, we reintroduced the brand with a Clio-winning twist to a now traditional media opportunity – podcast advertising.
A Bolder, More Confident Brand Expression
Engaging
Client Storytelling
