Citizen’s Bank Branding Proposal

For small financial institutions in the Caribbean it is important that they keep up with generational change in an ever-younger population. The challenge in this case was to rejuvenate on a minimal budget. We came up with suggestions that were culturally relevant – like the plane banner in a country with vast distances – or the brochures in the form of shopping bags that could be put to good use by customers and create a talking point between people. For this sample proposal, we came up with an innovative branding campaign which produced  two television commercials, both featured below.

1. Citizens Bank “Clock”

2. Citizens Bank “Open Doors”