Services

Brand

• Image Artwork

Consult

• Market Studies

Design

• Interior
• Retail Store

Retail

• Digital Signage
• Merchandising

Situation

BB&T was operating with over 1,500 financial centers that varied in design, layout, physical condition, age and branding components. They represented an aggregation of acquired banks, created with a traditional design format; and they presented to the market mixed messaging and a disjointed image of BB&T. To stay competitive in the market, BB&T needed a retrofit strategy that would unify their branch network and make them stand out in the marketplace.

Solution

NewGround created and designed a "branch experience" for BB&T's newly built and existing branches. They began with a market evaluation model for 50 branches and then proposed what level each of these branches needed to be renovated. NewGround's strategy was to create a holistic retail experience that embraces and engages the customer while helping to deliver "The Perfect Client Experience," defined by BB&T.

NewGround developed signature BB&T elements to distinguish the branch experience, a branded merchandising approach, and a digital signage program to create a fresh and contemporary look that could be incorporated at different levels throughout the entire BB&T branch network. Merchandising elements like ATM wraps, wall coverings, soffit treatments, and casework graphics unifies each branch within the network. The trademark burgundy color is strategically used throughout the merchandising content to create a unified visual connection to the brand. The theme and messaging is conversational, inviting, and people focused. Additional unifying elements are a Heritage Wall highlighting BB&T's beginnings, and a Hot Spot Hospitality Center, which allows customers to relax and enjoy a cup of coffee while learning about BB&T's latest products and services.

One of the most unique elements in BB&T's retail design is the digital signage program, which targets customer segmentations to deliver more targeted and personalized messaging. A small touch screen sits in, or near, a retail center. As a customer touches a lifestyle event on the screen, like "retirement" or "college," it triggers messaging on a larger LCD screen hanging on a nearby wall. Messaging on this screen is kept informal, listing tips and strategies on these lifestyle events. For instance, touching the college button brings up information on buying a laptop for easy travel and handling, and whether students should buy or rent books for classes. At the end of this messaging segment, products and services offered by BB&T specific to this lifestyle appear.

Through personalized attention to the customer's lifestyle and specific needs, NewGround has designed a branch experience that has heighten sales and service levels throughout BB&T's entire branch network.