PNC FINANCIAL
For PNC, I managed Creative Development for the full product offering. From Consumer Brand, to Wealth Management, C&IB, Philanthropic, and Small Business.
We began with a Consumer rebranding effort. It was a complete reconsideration of the visual brand as well as the brand voice. Our rebranding centered around the idea of Achievement, and told the story of how the bank was in the business of helping their customers Achieve more. The first task was to refresh the visual brand.
The existing brand was fairly static and relied heavily on stock imagery:
We proposed a bolder and more dynamic new look that was built to scale across a more dynamic media landscape:
Brand Television Launch:
PNC Anthem :60
PNC Small Business
PNC Grow up Great
PNC Home Lending
PNC “Cash Flow Options”
Brand Out-Of-Home:
Brand Digital:
For PNC Wealth Management, we created a sub-campaign called “Living Achievement” which highlighted the successes of some of the Banks High Net Worth clients.
We developed a sub-campaign for PNC Business Banking that highlighted the challenges and successes of the banks small business clients. The main experience was housed in a Digital Hub containing our clients stories.
The site allowed users to navigate through a series of videos across a range of the Small Business verticals that the bank served.
We also told our client stories in Print.
Eventually, we extending the look and feel of the brand to cater more uniquely to each Line of Business.
PNC Wealth Insights is a product that gives HNW investors unique control of an visibility into their investments. We wanted to tell the story of how and why it was developed by highlighting both the people who created it as well as those who benefited from it.
We started with a bit of video content….
…And continued the story with a dedicated Microsite that further explained the product and linked to sign up.
PNC CHRISTMAS PRICE INDEX
Each year, PNC bank creates an educational piece around the dollar value of the 12 days of Christmas. For the most part, they had used the opportunity as a glorified press release. Our goal was to add a bit of fun to the project.