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
CONTEXT
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.
VITAMIN C SERVICES
Brand Strategy
Competitive analysis, customer research immersion, and external inspiration
Archetype analysis
Development of brand purpose statement with pillars and proof points
Brand Activation
Collaboration and direction on concept, script, and execution of internal video expressing the brand purpose
Development of brand vocabulary and visual expression guidelines
Brand Expression
Development of manifesto to bring the purpose statement to life
MOMENT OF CLARITY
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.
CREATIVE INSPIRATION
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.
CONTENT CLIP
HAPPY CLIENT
"Thank you for your Herculean push to make this happen under pressure." Marianna Wickman, Global Head of User Experience & Design
COLLABORATORS
Michael Connell, Commonwealth
Spring Studio