BanReservas, the second largest and most traditional bank in the Dominican Republic, required assistance with a full rebranding program at all levels. Its goal was to leverage the new brand image, address certain negative perceptions of the bank in the market, and communicate a series of more innovative products and services. Above all, it aimed to capture a younger and more affluent client base in the long term.
The Interbrand team started with a six-week audit and analysis. This phase made it clear that the brand had fallen behind the market trends in terms of image, product, service and retail offerings. In particular, existing retail branches were highly inconsistent and old-fashioned, which became a key priority for our future work.
In the second phase of the rebrand, we employed a model to define the brand platform, which focused on a modernization of the original concept “The Reserve.” Accordingly, we did not recommend a change of name but rather a reinforcement of the name in identity and communications work.
Once the strategy was approved, we set to work on identity development and implementation across all touchpoints.
The new brand has activated employees to work more effectively with clients and partners, opening the brand up to different market segments.