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ARG | COL | SP | MEX | USA | VEN
The brand centered on the idea of "Meaning for You", reinforcing the commitment to provide the most personal, close, and exceptional service to its customers, always adapting to their specific lives and needs in a positive and dynamic way.
We were involved in the initial strategic planning phase, establishing the frame of reference into community bank and key variables to shape its growth strategy. The objective was to connect the bank with the needs of the new client base in the US while maintaining its legacy and reputation.
In the brand strategy process, we developed a comprehensive brand (positioning, name, tagline, visual identity, website, and more) for a new community bank. It is centered around the idea of "Meant for You." The new name, Amerant, combines letters from the Mercantil name with "Amer," signifying America, further establishing the brand's commitment to its communities. Complementing this, the brand identity and design system extensively use warm colors, friendly modern typography, rounded shapes, and photography of people living a vibrant life.
We succeeded in defining and implementing the new brand in less than a year, working closely with all of the client's teams. The team's strong commitment, as well as the positive employee reactions and sense of renewal, are the best proof of success, propelling the organization towards continuous growth.
From the beginning, the Scalto team made the project their own and understood the importance of both strategic alignment and effective execution to meet the deadlines. Their mastery of the subject made the succession of tasks from the conception of the name to the launch of the brand quick and precise.
