BBVA Purpose Development

How we worked across time zones in two languages, under time pressure, to help a global bank with new leadership become a purpose-driven organization.

Madrid, Spain

Banking

Focus: Internal

Under the leadership of a new president, BBVA was committed to becoming a purpose-driven organization. The executive team had crafted a directional purpose statement at a recent offsite, but they wanted to refine the wording, develop the ideas behind it, and express it more concretely through a manifesto and a mood video to be shared internally.

The executive team had crafted a directional purpose statement, but they wanted to refine the wording, develop the ideas behind it, and express it more concretely

Vitamin C worked intensively with BBVA's Spring Studio and Michael Connell of Commonwealth to achieve this--in both English and Spanish--for one of the world's largest banks, with stakeholders spread across time zones, in an extremely short time frame.

Competitive analysis, customer research immersion, and external inspiration

Archetype analysis

Development of brand purpose statement with pillars and proof points

Collaboration and direction on concept, script, and execution of internal video expressing the brand purpose

Development of brand vocabulary and visual expression guidelines

Development of manifesto to bring the purpose statement to life
 

BBVA had recently done extensive customer research to uncover four insights that unified its extremely diverse global audience: desire for clarity, seamlessness, peace of mind, and control. We incorporated these insights directly into the expression of the purpose, supporting pillars, and proof points.

We began by rapidly outlining eight possible creative directions to guide the development of the purpose, taking inspiration from everything from the iconic design of the BBVA headquarters to the bank's recent acquisition of Simple.

The team rallied around the Creator archetype, with its emphasis on imagination and building enduring value, and the idea of creating possibilities and opportunities for all. This foundational work strongly influenced the eventual purpose announced by BBVA president Carlos Torres ("to bring the age of opportunity to everyone") and new tagline, Creating Opportunities.

The team rallied around the Creator archetype, with its emphasis on imagination and building enduring value, and the idea of creating possibilities and opportunities for all.

"Thank you for your Herculean push to make this happen under pressure." Marianna Wickman, Global Head of User Experience & Design

Michael Connell, Commonwealth

Spring Studio

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