Michelle Andreotti Design

KeyBank

GETTING BACK TO BASICS IN BANKING

Brand identity expressing simplicity, impact, and personal connection through banking.

With the banking landscape at a heightened state of transition, consumer confidence was on the decline. Although KeyBank prided itself on community focus and customer-centered strategy, it still struggled to communicate value to customers, with each business division communicating the brand in multiple ways. It was time to re-evaluate the brand and establish a foundation for future growth.

The brand idea of “People First” was created to communicate a human approach — clearly reflecting what they bring to banking internally and externally. This promise would help unify the bank’s many business divisions and customer experience.

A simple, bold visual and verbal identity informed communications and advertisements. A tagline and retail/merchandising strategy was also developed to spread the word and join divisions under a common identity and story. Employees were able to embody the bank’s promise and connect with customers — putting people first.