Gerundio + BASE
How to simplify the offering of financial services?
Guiding a strategic brand evolution
Services
- Research and Strategy
- Brand and Communication
Challenge
BASE is a financial institution specialized in foreign trade operations. They have a firmly positioned brand in the northern part of Mexico but with enough potential to position themselves in the rest of the country. Internally, they faced the challenge of modernizing and adapting to new challenges and market opportunities.
Solution
To address this challenge, we immersed ourselves in the brand’s history, exploring its trajectory and how it has stood out in a highly competitive sector, composed of both traditional and specialized banks.
We spoke with current clients and understood the value that BASE has brought to their daily financial operations over the years. We understood that the main value they bring to their clients lies in approachability, support, and the problem-solving and efficient spirit of their service.
We created an identity that reflects the problem-solving and efficient essence of BASE, as well as a communication campaign focused on the simplification that the institution offers to the finances of Mexican companies with operations abroad, and to foreign companies relocating to our country.
Finally, we collaborated in the reorganization and structuring of the brand portfolio, both externally and internally. We optimized BASE’s brand resources and established clear parameters for the creation of new initiatives.
Currently, we continue to collaborate with BASE in implementing their brand guidelines and design principles across various contexts and channels.
Impact
- Brand evolution.
- Establishment of a clear and coherent brand architecture.
- Brand guidelines implementation.
Learning
“The analysis and deep understanding of the financial services ecosystem, along with an immersion in BASE’s history as an institution and the appreciation of the value it provides to its clients directly from their voice, were fundamental in strategically guiding the brand’s evolution. This approach helped BASE address the challenges and opportunities of the decade.”
