Unlocking growth with an untapped customer segment
Synovus, a regional financial services company known for its warm, relationship-first service, came to Lippincott seeking new avenues for growth. In working with them, we identified an untapped customer segment, the mass affluent, and set out to develop two financial platforms aimed precisely at this group. For the new platforms, we created a powerful brand strategy, experience, and communication design concept that evoked the warm service Synovus was known for while empowering it to build deep bonds with current and potential customers.
The first platform was Synovus Plus, a tier of service above the core retail bank offering that recognizes customers who have built strong financial foundations. It combined unique account features and more connections to advisory services. In addition to the Plus name, the branding concept featured a dynamic, interwoven plus pattern that speaks to the added benefits that set those clients apart.
The second platform we built was Synovus Inspire. Positioned between Synovus Plus and Synovus’s Private Wealth Management, Synovus Inspire invites clients who have significant affluence to consider what actually inspires them—from enlightening adventures to the security of their family’s future. Based on this uniquely emotive approach, Synovus connects these customers to the people and resources that can help make their hopes and dreams happen. Here, a sophisticated design concept highlights Synovus as a red thread that can help connect a client’s vision into reality.
Throughout every aspect of the engagement, we worked closely with the Synovus team to help translate the potential of these programs into meaningful customer experiences and beautifully compelling communications to support them. This included design concepts and key messaging for distinctive welcome kits and relationship materials that help these valuable clients feel appreciated from day one to day one thousand and beyond.
Launching these programs has helped Synovus fulfill its objective of growing share among the valuable mass affluent population, and strategic positioning of a more seamless continuum of services positions Synovus to deepen existing customer relationships across the board.