Central America’s future is coming into focus. The region is rapidly reshaping itself with a digital-first, upwardly mobile generation leading the way. The brands and experiences of companies operating in the region have never mattered more.
A financial leader in the region identified the changing needs of these new customers and the opportunity they presented. BAC | Credomatic came to Lippincott to help it fuse the trust it had earned with its bank brand, BAC, with the innovative energy of its credit card brand, Credomatic. Our challenge was to demonstrate to customers that together, BAC Credomatic could deliver a full range of financial services in a uniquely modern and efficient way.
Finding strength in simplicity
BAC | Credomatic had grown organically and through country-by-country acquisitions to become the leading regional bank and credit card company in Central America. The brand’s distinct go-to-market strategy had allowed local operations lots of independence. However, looking forward towards a future where customers expected more — and where product innovation and an integrated customer experience was fundamental — it was time to reconsider the dual-brand approach.
We recommended a one-name solution and validated the approach with extensive employee, management and consumer research. We then worked through its portfolio of products to create simpler naming approaches that supported the kind of experience tomorrow’s customer expects.
Bravely bold and happily human
The new BAC Credomatic required a design system to signal relevance, creativity and momentum. We updated the iconic lion and emboldened the company’s recognizable red. We stacked the name for a more compact and integrated look, allowing the lion to stand tall in both digital and physical environments. Custom illustrations reflect the importance of each individual country, and, when combined, they provide a playful reminder of the bank’s regional scale.
Uniting cultures under a shared ambition
Beyond the initial brand challenge was a collision of cultures. Traditional banking and credit cards had very different working styles, and each country had a distinct focus and character. Delivering on the bank’s vision meant getting the entire company on the same page. So, we created a brand story to inspire customers and unite the organization.
We knew that BAC Credomatic’s customers were strivers, dreamers and achievers. Progress was at the heart of their days, and a better financial institution could help make themselves, their businesses and their communities better. When we found the same relentless ambition in the BAC Credomatic DNA, we found our story.
Just like its customers, BAC Credomatic employees are passionate achievers. They’re unafraid to ask their customers to expect better. They know they have to deliver on their promise of a better, simpler experience. And when they follow through, they turn aspiration into accomplishment.
A future for strivers, dreamers and achievers
On paper, BAC Credomatic got a simpler, more modern brand expression. But in reality, it got more. It learned about its customers. It captured the energy of its employees and region. It prepared to help a new generation of customers turn their aspirations to accomplishments. And, in doing so, it put itself in position for what looks to be a very bright future.
Print Branding, 2019 Design Annual