Rebranding a
Traditional Brand
Identity.

Export Import Bank of the United States

Services

Brand Audit, Interviews, Focus Groups, Research
Rebranding + Corporate Identity
Messaging + Tagline Creation

CHALLENGE.

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.

Services

Graphic Design + Creative Services
Brand Style Guide Development
Marketing Collaterals

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.

Services

Chairman’s PowerPoint Deck Design for Annual Conference
Website Design Recommendations

SOLUTION.

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.

Services

Event Design Support

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.