When one of the midwest’s most well-know banks, Harris Bank, was changing their name to BMO Harris Bank, I worked with the team at McGuffin Creative Group to give their U.S. corporate headquarters a make over. “Make it blue!” they said. A couple of factors to be aware of here include knowing that Harris Bank’s main brand color was previously red. Also, BMO Financial Group in Canada had owned the bank for quite some time. As BMO acquired some other large banks in the midwest they decided to merge them all into one bank with the name BMO Harris Bank.
So really, other than the name not all that much was changing about the bank as it pertains to the customers. Based on this truth the team and I landed on a theme “The bank you know… and More!” This theme allowed us to communicate messages about various aspects of the bank and how they would still be there. Just with More backing and availability. Harris Bank’s trusty mascot Hubert was also featured prominently as a figure for current customers to recognize. This was the first exploration and execution for the new brand.