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Wilmington Trust Rebrand

Corporate rebranding Financial services branding Wilmington Trust case study AgencyBEL branding project Incremental rebrand strategy Modernized brand identity FutureBrand collaboration Emotional branding Brand consistency Commemorative brand materials

Client: Wilmington Trust,  Financial Services

Project Overview:

Wilmington Trust, a prominent financial services company, embarked on a rebranding initiative to modernize its identity and enhance its market position. As the lead creative at FutureBrand in NYC, Laura Sauter was brought in to guide this extensive rebranding project. Despite the significant investment and extensive development of new brand identities, the CEO opted for an incremental update rather than a full evolution due to the emotional attachment to the existing brand.

Objectives:

  • Modernize Wilmington Trust’s brand identity while maintaining its core values.
  • Develop a range of brand identity options and refine them to one or two versions.
  • Ensure the updated brand resonates with both internal stakeholders and clients.
  • Communicate Wilmington Trust’s commitment to the future while honoring its heritage.

 

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Strategy:

1. Brand Identity Development:

  • Created numerous brand identity options, exploring various design directions.
  • Conducted extensive interviews and workshops with stakeholders to understand their vision and values.
  • Narrowed down the options to the most viable and impactful versions through iterative feedback.

2. Visual Identity and Design:

  • Designed a new logo that subtly modernized the existing brand elements.
  • Updated the color palette to reflect a more contemporary look while retaining recognizable elements.
  • Developed comprehensive brand guidelines to ensure consistency across all touchpoints.

3. Incremental Rebranding Approach:

  • Implemented a phased approach to introduce the updated brand gradually.
  • Focused on making subtle yet impactful changes that would be readily accepted by stakeholders.
  • Emphasized the emotional aspect of branding, recognizing the CEO’s attachment to the existing identity.

4. Comprehensive Brand Rollout:

  • Produced a commemorative book and website to highlight Wilmington Trust’s history and future commitment.
  • Designed environmental graphics and signage to update the physical presence of the brand.
  • Created marketing collateral and internal communication materials to support the rebrand.

Execution:

Laura Sauter, leveraging her expertise in large corporate rebrands, led the creative direction for the project. The team developed a “funnel chart” approach, presenting a wide range of brand identities and gradually refining them based on client feedback.

Results:

  • Enhanced Brand Recognition: The modernized brand identity was well-received, maintaining familiarity while projecting a refreshed image.
  • Stakeholder Buy-In: The incremental approach ensured stakeholder comfort and acceptance, respecting the emotional ties to the original brand.
  • Consistent Brand Application: The comprehensive brand guidelines facilitated consistent application across all platforms and materials.

Conclusion:

Wilmington Trust’s rebranding project successfully balanced the need for modernization with the emotional attachment to the existing brand. By adopting an incremental approach, the updated identity resonated with stakeholders and clients, reinforcing Wilmington Trust’s commitment to its heritage and future.

Insights on Branding and Rebranding:

Branding can be an emotional journey for leaders who have a deep connection to their company’s identity. Incremental changes can be a strategic approach to modernize a brand while respecting its legacy. Effective rebranding requires a thoughtful balance of innovation and tradition, ensuring the brand remains relevant and resonant with its audience.

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