The Export-Import Bank of the United States was established in 1934 to facilitate the exchange of goods between the United States and the rest of the world. To date, Ex-Im Bank has supported more than $567 billion of U.S. exports worldwide, primarily to developing markets.
Recently, the Export-Import Bank faced a challenge. How could it merge its traditional conservative traditions with a fresh and contemporary aesthetic that would encourage potential investors? To achieve this goal, EXIM Bank collaborated with TriVision on the strategy and visual design of a new brand.
TriVision conducted interviews with customers, employees, and the executive board to generate standout, multi-perspective concepts for the new logo. Based on those findings, we then modified the concepts and presented multiple designs to focus groups for further refinement.
The new design offers a pop of color and subtle iconography. However, the revamped logo was just the first phase in an ongoing shift of the Bank’s visual identity. TriVision developed the design template for several different flyers and brochures (including Small Business, Policy, and International) and is currently working with the Communications Team to finalize the general EXIM brochure.
Implementing a new brand within any organization is challenging. Therefore, TriVision ensured that the brand style guide we created would allow bank employees to use the brand as efficiently and effectively as possible. This style guide was the main tool in implementing the new brand, and covered every topic from the initial use of the logo placement to the percentage value used for the tagline.
Finally, TriVision designed a PowerPoint template so that the look and feel of every new presentation reflects the new brand. To maximize the template utility, our team gave different scenarios of the usage of the background designs. For example, what kind of background should be used if there are images used in the presentation? Or, what type of background should be used if there are icons, figures and charts?
The impact of the new brand has been very positive. Employees, stakeholders and business affiliates have embraced the new brand, whose visual identity gave a consistent design direction to different entities within the EXIM Bank. In addition, a cohesive look for all marketing collateral helped underscore the message of a unified and stable bank mission.