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AIB
AIB is one of Ireland’s most iconic and established brand names. Yet, with a shifting demographic and growing competition, the bank was struggling to cope with the changing needs of its existing customers and failing to attract a newer, younger audience.
Hindered by a confused identity, neglected branches and out-of-date communications, AIB needed to re-establish itself at the heart of the communities it served. Our challenge was to revitalise and clarify AIB’s offer, to signal a change to customers both old and new, and build a sustainable brand for the future.
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Re-establishing equity in the name
The AIB name was well known, but the identity had been left to wander. Our first step was to ring-fence the mark, introducing a warm aubergine anchor colour to both enhance and build on the established strength of the existing logo, creating a coherent visual strategy.
AIB struggled with a confused and fragmented identity We developed a consistent and simplified visual strategy
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A new brand personality
After years of confusion, mixed messaging and an unfocussed retail strategy, we developed a clearly defined brand personality, tone of voice, and a structured yet flexible graphic system and colour rationale.
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Creating a seamless literature suite
We restructured and streamlined AIB’s overcomplex and confusing colour-coded literature hierarchy, reducing the number of brochures from over 26 to just 12 product brochures and three brand brochures.
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We worked with a copywriter to develop an engaging narrative style — based on the Irish tradition of story-telling — and commisioned and art directed bespoke photography for each brochure.
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Online banking
The brand was applied on-line, creating a much more engaging and coherent web experience.
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Customer wayfinding
We created a dual language signage system, ensuring customers could navigate through branches with ease.
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Space planning and retail journey
The Irish preference for person-to-person transactions meant branches often have to deal with an incredibly high foot fall. We developed a more streamlined and efficient customer journey in-branch, implemening new space planning principles and merchandising strategies to help manage high customer numbers.
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Branch interiors
We designed a flexible, modular system for branch interiors, creating clearly defined sales, transactional and customer holding areas, which could be easily tailored for each branch.
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Programme of change
A branch decluttering programme and high impact interior refreshes were phased in across the estate, keeping costs at a minimum, with total redesigns implemented in flagship branches.
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Guidelines
We developed an in-depth guideline document to make sure that staff and suppliers understood the new brand and its application fully.
