Oriental Bank
BRAND IDENTITY
ART DIRECTION
360 BRand campaign
DIGITAL PRODUCT MARKETING
ENVIRONMENTAL DESIGN
The brief: Position a challenger bank for success
Oriental Bank is one of Puerto Rico’s ‘Big Three’ banks. We worked with Oriental to refresh their brand identity and marketing communications and reposition them in the market as a modern, digital, future-focused company.
As their agency of record, we work closely with the Oriental team every day, helping them to drive optimism, focus innovation and power the economic recovery that is finally in sight.
From selling mortgages, to corporate accounts, to increasing market-wide consideration, we help Oriental capture market share, and drive a positive economic future for the Caribbean markets it operates in.
In a sector focused on the serious and heavy,
we are nimble, refreshing and lighthearted.
The Challenge
Oriental’s ambition is to be known for digital products and services in a market still heavily reliant on branches. This ambition, partnered with a keen awareness of their volatile geographic and economic landscape, helped us craft a new brand strategy focused on a refreshed promise: we are the modern bank for a changing world.
This provided the direction for a clean, dynamic and digitally powerful new brand identity. Using energetic imagery of the people the bank serves every day, and taking graphic cues from the world of online and mobile banking, this new identity gives us the creative tools to help realise Oriental’s long-term business ambitions.
2020 Brand campaign:
The 2020 brand advertising platform – More Than Ready – activated the rebrand with a future focused, notably differentiated approach to the rest of the market’s banking sector. This campaign is designed to last through the turbulence of a global pandemic and an uncertain economic future, with its execution continually nuanced as market conditions change. We created a full 360 campaign including a TV spot, billboards, print ads, digital display, social and a campaign landing page.
2021-2022 Brand Campaign: Si puedo (Yes i can)
Real customers, real connection
With the Más Que Listos (More than ready) campaign, our goal was to drive demand, reinforce our value, tell our story, and personify our brand.
In 2021, it was time to move forward. We turned the spotlight onto real customer from the bank. We wanted to turn that confidence into real life stories filled with pride and excitement on what they have achieved with Oriental. This brought us to the launch of the Si Puedo (Yes I can) campaign, where we have successfully rollout out a 360 campaign across TV, radio, digital display, social, billboards, and in branch posters.
Project of Yonder Consulting
My role: Art direction, Brand Design, Creative Strategy