BBVA Brand expression

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BBVA is a leading bank result of a number of previous mergers. By 2002, a new President and management team redefined its business strategy and corporate brand vision. This vision required a new brand expression to communicate the change and successfully deliver it to all stakeholders.

BBVA was a strong but traditional and conservative brand. The new corporate brand vision, market challenges and business objectives required a strong change in the brand expression and experience to achieve a powerful connection with all stakeholders, both internally and externally.

We redefined the BBVA brand as an innovative, open, human, people oriented and accessible brand within the banking market. Thus breaking the rules of traditional big banks. The brand was built as the driver and point of reference of a whole cultural transformation and experience provider, consistent at all points of contact for internal and external audiences.

We developed a completely new look & feel and identity system, as well as a new visual language and graphic solutions to all communications needs, both corporate and commercial. New colours, shapes, typographies and tone of voice made the new brand a strong expression of corporate values.

Brand experience was delivered by a new branch concept and design, as well as a full internal brand engagement program to make the brand grow from inside out the organization.

BBVA is now a unique global brand in financial markets, with powerful personality and consistency at all its points of contact, built on strong corporate vision and values. The brand experience approach has reinforced the organisation and its relationship with the market.