FOLLOWING A SHIFT IN FOCUS FROM THEIR LEGACY VENEZUELAN MARKET TO THE US, MERCANTIL BANK NEEDED TO CREATE A NEW COMPELLING AND ENGAGING CONSUMER BRAND FOR THEIR BANKING BUSINESS IN SOUTH FLORIDA AND TEXAS
Anticipating important market constraints, the company was preparing its spin-off in 2018 via an IPO and needed to reposition and grow a new client base.
“THE EXPERIENCE IN DEVELOPING OUR NEW BRAND WAS EXTRAORDINARY. 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. THE DEPTH OF THE PREPARATORY DISCUSSIONS, COUPLED WITH THE ABILITY TO LISTEN AND ADAPT TO OUR PARTICULAR SITUATION AND NEEDS, ENABLED US TO GAIN THE ACCEPTANCE AND COMMITMENT OF ALL STAKEHOLDERS. ON THE IMPLEMENTATION SIDE, THE HIGH QUALITY OF ANALYSIS AND DELIVERABLES SHOULD BE MENTIONED, AS WELL AS THE PROJECT MANAGEMENT THAT LED TO FAST RESPONSE TIMES. THE HIGH PROFESSIONAL CALIBER OF SCALTO'S TEAM BECAME EVIDENT EVERY TIME A SHORT TERM DELIVERY OR A LAST MINUTE REQUEST OR CHANGE WAS NEEDED. IT IS NOT OFTEN THAT SUCH A COMPLEX AND SUBJECTIVE AND EMOTIONALLY CHARGED PROJECT IS EXECUTED SO QUICKLY AND CORDIALLY”
- Roberto Isasi, EVP Marketing/DTO Amerant
Exciting expedited engagement with clear results
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) of a new community bank. It is centered around the idea of “Meant for You.”, a new name Amerant, comprising letters from the Mercantil name and “Amer,” for America, further established 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 the client's teams. The team's strong commitment and employee reactions and sense of renewal are the best proof of success, propelling the organization for continuous growth.