Overview

While revamping several customer-facing touchpoints, Mercantile Bank recognized the need to update and expand their existing short-form brand style guide. They sought support in developing a more comprehensive guide that would better ensure consistency in their brand application across various platforms. Along with the guide, they also requested a new presentation template to be used consistently across all business areas, both internally and externally.

challenge

The challenge was to enhance the existing brand guide to more accurately reflect Mercantile Bank’s evolving identity. The updated guide needed to address gaps by incorporating missing elements, such as accessibility, brand voice, and secondary design elements, while ensuring the brand expression remained modern, cohesive, and flexible. Additionally, the new brand guidelines needed to be applied to a presentation template that would serve as a reliable tool for consistent communication across all departments.

solution

I began by reviewing the bank’s existing brand guide and marketing materials to identify gaps and areas for improvement. Working closely with the internal marketing team, we decided which elements to retain, retire, and update. With a clear direction in mind, I developed a comprehensive new brand guide that included essential missing elements such as accessibility standards, typography guidelines, and a refreshed color palette. I also introduced secondary graphics to provide more creative flexibility moving forward.

Once the brand guide was complete, I designed a thorough new presentation template that was visually aligned with the updated brand expression. The template was crafted to be easy to use, while ensuring consistency across both internal and external presentations.

outcome

The updated brand guide and presentation template provided Mercantile Bank with a cohesive, flexible framework for their visual identity. The team was enthusiastic about the new guide, which gave them clarity and the consistency needed for both internal and external communications. The updated materials were well-received, empowering the team to confidently share them and ensure a unified brand experience moving forward.