I didn’t have enough room in my last post to discuss El Banco Deuno’s environmental design, so I decided to make it a post of its own. The innovative bank’s locations look more like trendy boutiques than bank branches, and will definitely peak the interest of my demographic group (young, educated professionals), which is growing in urban Mexico.
El Banco Deuno’s tagline is “El nuevo banco para el nuevo México”, or “The new bank for the new Mexico” (ugh, it sounds awkward in English). Their branches definitely reflect that sentiment, and break from the traditional idea of what a bank “should” look like. Which is perfect, because Deuno’s target market is the emerging Mexican middle class – a largely young and progressive group.
From a design point of view, the branches look great. All the visuals are bold, colorful and exciting. What I would like to know, is if the bank is using any other experiential marketing to engage the customer. What kind of music do they play? Do they have drinks or stuff to nibble on? After all, Umpqua branches play local bands and serve coffee, both of which are important touch points in the customer experience.
El Banco Deuno states this on their website:
Atrévete a conocernos y vive la experiencia de estar en un banco diferente, la experiencia de vivir El Banco Deuno.
POR TI, SOMOS:
Optimistas
Positivos
Nada corporativos
Frescos
Casuales y profesionales
Directos, decimos las cosas como son
Espontáneos
Auténticos
Humanos
Sorprendentes
(List translates to: Optimistic, Positive, Not corporate, Fresh, Casual and Professional, Direct- we tell it like it is, Spontaneous, Authentic, Human, Surprising). Do you think the visual representation of their brand reflects these qualities? Looks to me like they are doing a pretty good job! (Props to Saffron).