Banco Caja Social and Banco Colmena, two banks in the same Columbian financial group focusing on different customer segments, decided to unify their respective brands under the more well known, Banco Caja Social, in order to strengthen the business overall, following consumer research by Futurebrand.
Having established their strategy, the Bank directors wanted to find a way of developing a new brand visual identity that would work successfully across their nationwide retail branch network of 440 customer service sites, 1200 ATM locations and 7 administrative offices.
Contacting 3M in Bogota, who they had had previously worked with, discussions between Futurebrand, the Bank team and 3M developed a total solution proposal including the specification and use of 3M Brand solutions for exterior signage, as well as project management of the supply and application channel.
Such was the confidence in the track record of the 3M management team in Columbia, that the Bank Directors had no concerns over operational logistics, costs or timings.
First of all, the 3M team took the time to understand the Banco Caja Social brand with the Futurebrand creative team, and to build a suitable material specification proposal that would provide the quality and image necessary.
3M made a brand audit diagnosis regarding the actual situation of all of the retail sites to be able to estimate the real site cost to rebrand and to enable 3M to be fully prepared with all data ready to start and plan the management of the project.
The provision of the complete reporting process to the Bank by 3M, including the results of the diagnostic tests and the overall proposal, showing the organization, planning, and all the resources to manage the project; the materials, together with some innovative alternative options, was welcomed by the Bank, as was the simplicity of dealing with just one point of contact and one supplier for the entire project.
Following sampling and prototype testing carried out by 3M, the durability, quality and warranty of 3M™ Panaflex™ flexible sign face material was chosen to be mechanically-tensioned into the exterior fascia sign light boxes, and decorated with 3M™ Scotchcal™ translucent graphic film series 3630 with 3640-114 graphic protection system over-laminate to extend resistance to U-V ray damage and colour fading.
Overall the project took just 14 weeks, of which the first 25 days were spent planning and auditing the national branch network; signage material production, conversion and delivery took another 20 days, with a further 20 days to complete the installation of all signage.
Banco Caja Social Directors were satisfied and impressed with the capabilities of 3M to handle such a large financial rebranding project. Early contact with key 3M people when just thinking about the project proved very successful to discuss options and gain advice; Confidence and client peace of mind developed because of good communication of the organization and planning processes, plus it became clear that 3M were experts in the materials needed and at examining different creative solutions.