First Citizens
Identity
Visual Systems
New era for First Citizens
First Citizens Bank of Trinidad and Tobago, a leading financial services provider in the Caribbean, had successfully transformed from challenging beginnings to become the top international rated bank in Trinidad and Tobago. The bank was now ready to revitalize its image to convey these successes and enable further growth.h; selling to the automotive, graphic arts and home and office supplies industries.
Challenges
Develop a single positioning that would build on First Citizens’ achievements and competitive strengths and support a strong, unified culture
Strategically reposition the company to appeal to both the local community and international markets and enable growth in new private and corporate banking businesses
Refresh the company’s corporate identity and corresponding design system, working in tandem with additional vendors as necessary (e.g., in retail branch network redesign)
Actions
Developed a new, partnership-based positioning to articulate the group’s differentiating competitive strengths and to establish an underlying platform for all communications including the new identity and design system
Created a dynamic identity with upward-aiming, interlocking arches to communicate the bank’s energy, growth and flexibility and to symbolize the true partnership and cooperation that the bank’s clients can rely on
Selected multiple colors for the logo to reflect the vibrant multi-cultural environment in which First Citizens operates as well as the diversity of the global markets. The color green is still predominant to build on the existing equity that the company has built throughout its history in the market
Produced a design system that further expresses “partnership” via the use of a window concept that symbolizes insight into a customer’s needs. Action-oriented verbs enhance the customer-centric message
Developed a high-level branch design concept linked to the “window” design system to be used for the conversion and roll-out of enhanced retail branch network.
Recommended the look and feel for the corporate online presence and provided guidance for future information architecture of online communications.