Elevate Your Busy Season Email Marketing, Holly May Webinar.pptx
Portfolio of Tulio Gasperini
1. TULIO G. GASPERINI
TULIO G. GASPERINI
Portfolio Excerpts
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Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
2. Portfolio Excerpts
• Commerce Bank & Trust Company
• Integrated Mortgage Solutions
• Citizens Financial Group
• FleetBoston Financial
• First National Bank of Boston
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
3. Portfolio Excerpts
• Commerce Bank & Trust Company
• Integrated Mortgage Solutions
• Citizens Financial Group
• FleetBoston Financial
• First National Bank of Boston
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
4. Branding & Visual Identity
Before
• Lack of brand identity; inconsistent, nonexistent.
• Brand did not position company as “today’s” bank.
– Bank did little to appeal to younger demographic
and catered mostly to older audience
• Brandmark was plagued by numerous shortcomings.
– Logotype was dated, appeared in multiple styles
– Icon treatment was inappropriate for broad
array of applications
– Color palette was undefined
– Brandmark was not registered; name was actively
pursued for takeover by a competitor
• Advertising was dated, a la “1950’s”
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
5. Branding & Visual Identity
Before
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
6. Branding & Visual Identity
Before
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
7. Branding & Visual Identity
After
• Brandmark’s “cinnamon” color is unique in the
marketplace, while vibrant blue, color of “trust”
and “honesty,” replaces purple and other inconsistent
color combinations.
• Maintains familiar “lion” icon — a highly recognized
symbol for 50+ years in Central MA.
• Custom logotype is contemporary and conveys
movement and sophistication.
• Service Mark designation indicates the Bank’s right
of claim to the “Commerce Bank” name in MA.
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
8. Branding & Visual Identity
Corporate Identity: Image Advertising
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
9. Branding & Visual Identity
Corporate Identity: Image Advertising
Local Presence, Longevity, Financial Strength
(TDBank, Sovereign Bank, Bank of America, Citizens Bank)
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
10. Branding & Visual Identity
Corporate Identity: Image Advertising
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
11. Branding & Visual Identity
Corporate Identity: Exterior Signage
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
12. Branding & Visual Identity
Corporate Identity: Stationary & Business Cards
Tulio G. Gasperini
Vice President and Director
Corporate Marketing & Communications
Corporate Headquarters
386 Main Street
Worcester, MA 01608-1709
FORWARDING SERVICE REQUESTED
Tulio G. Gasperini
Vice President and Director
Corporate Marketing & Communications
386 Main Street
Worcester, MA 01608-1709
508.797.6879 telephone
508.797.6912 facsimile
tgasperini@bankatcommerce.com
Corporate Headquarters: 386 Main Street, Worcester, MA 01608-1709 n 508.797.6879 telephone n 508.797.6912 facsimile
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
16. Marketing Communications
OOH
Bump-Up+ CD
Bump-up to a higher rate.
Plus, choose to increase the term.
www.BankAtCommerce.com
See personal banker for details. Member FDIC. Equal Housing Lender.
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
17. Marketing Communications
Brochures
Checking Accounts Savings Accounts Loans
Smart solutions for everyday Tools to help you plan for Borrowing solutions that
money management. your future. make life a little easier.
Business Checking Accounts Business Services
Ways to manage your cash Resources to help you focus
flow efficiently. on more important things --
like your business.
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
18. Portfolio Excerpts
• Commerce Bank & Trust Company
• Integrated Mortgage Solutions
• Citizens Financial Group
• FleetBoston Financial
• First National Bank of Boston
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
19. Branding & Visual Identity
Before
• Corporate identity did not express the history
that inspired the company’s name.
• Logo fell short in supporting company’s brand
positioning statement.
– Logotype was weak
– Color palette was dated
– Lacked a compelling icon
– Cumbersome and unsophisticated
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
20. Branding & Visual Identity
After
• Logo’s icon is a graphical representation of the
history behind the company’s name; establishes a
feeling of longevity.
• Logotype is a sophisticated serif font yet it conveys
an emotion of amicability.
• Color palette is also sophisticated – representing
the seriousness of the business.
• A statement of understated elegance that harkens
to the mortgage button tradition; conveys trust and
confidence.
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
26. Portfolio Excerpts
• Commerce Bank & Trust Company
• Integrated Mortgage Solutions
• Citizens Financial Group
• FleetBoston Financial
• First National Bank of Boston
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
27. Branding & Visual Identity
Human Resources
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
34. Portfolio Excerpts
• Commerce Bank & Trust Company
• Integrated Mortgage Solutions
• Citizens Financial Group
• FleetBoston Financial
• First National Bank of Boston
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
47. Event Planning & Execution
Harlem Community Outreach
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
48. Portfolio Excerpts
• Commerce Bank & Trust Company
• Integrated Mortgage Solutions
• Citizens Financial Group
• FleetBoston Financial
• First National Bank of Boston
Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865