We partnered with Labozan Associates and the Bank’s Brand and Marketing teams to plan and direct the redesign of Sovereign Bank’s exterior sign program. Our initial scope included the redesign of their exterior sign signature and the eventual redesign and engineering of an entirely new exterior sign family for the Bank. The program was tested and embraced by senior management and employees. Our scope was then extended to include the development of decision tree logic for exterior signs for all of the Bank’s Retail facility types, the development sign recommendation books and the tactical rebranding of multiple high priority sites in Boston, New York and Philadelphia. At that point the Bank internalized the program establishing internal resources that began implementing the program at new retail branches across the Northeast.