Following a shift in focus from its legacy Venezuelan market to the United States, longtime client Mercantil Bank needed to create a new compelling and engaging consumer brand for its retail banking business. Leveraging the bank’s close ties to community organizations and its pride in offering products that meet the needs of the local market, we crafted a value proposition that focused on the Brand Intimacy archetype of identity (reflecting an aspirational image or admired values and beliefs that resonate deeply). It centered on the idea of “Meant for You.”
A new name, Amerant, was formed from the Mercantil name and “Amer,” for America. This name further established the brand’s commitment to its new communities. Complementing this, the brand identity and design system extensively use warm colors, friendly modern typography, rounded shapes, and photography of people living vibrant lives.