Case Studies
Rebranding a Traditional Brand Identity.
EXPORT IMPORT BANK OF THE UNITED STATES
CHALLENGE.
Established in 1934, the Export–Import Bank of the United States (EXIM) is the official export credit agency of the United States federal government. The bank’s desire to be seen as fresh and contemporary was in direct contrast to the long-established nature of the organization, further upping the challenge. It was imperative that they move away from an overtly conservative image as not to intimidate potential investors from working with a major government entity. EXIM needed to appeal to both large government corporations, as well as small companies.
SERVICES
- 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
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.
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.
