Case Studies

Rebranding a Traditional Brand Identity.



The Export-Import Bank of the United States was looking to merge its traditional brand identity with a fresh and modern aesthetic to appeal to wider audiences, specifically small businesses. TriVision collaborated closely with the EXIM Bank leadership and communications team on the brand strategy and visual design of the new brand, which aimed to streamline and modernize the Bank.


/ Brand Audit, Interviews, Focus Groups, Research

/ Rebranding + Corporate Identity

/ Messaging + Tagline Creation

/ Graphic Design + Creative Services

/ Brand Style Guide Development

/ Marketing Collaterals

/ Chairman’s PowerPoint Deck Design for Annual Conference

/ Website Design Recommendations

/ Event Design Support


TriVision implemented a full audit of the old brand and conducted research and interviews with the Bank’s stakeholders, including employees, customers, and the executive board. Based on our findings, we generated standout, multi-perspective concepts for the new logo that were presented to a series of focus groups we conducted for further consultation and review.

The challenge was that EXIM Bank had to ensure how the brand was portrayed to its core client, the U.S. Congress, while also catering to the small businesses it wanted to reach. TriVision had to walk the fine line in terms of keeping the brand balanced through the bureaucratic process, which meant making sure the new abbreviated EXIM brand looked commercialized while also conveying the message that the Bank was a U.S. entity, hence the seal had to stay.

Once the final logo was selected, we then applied the new brand across all the Bank’s digital and traditional media, including the Annual EXIM Conference. TriVision was able to effectively execute this brand launch where it met the Bank’s objective to attract small businesses, while check marking all the requirements by the U.S. government. The new logo is fresh, contemporary and easy to recognize with a pop of green and blue colors and subtle iconography. The green arrow represents prosperity and growth while the blue represents trust and authority.


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