We updated the bank’s brand colors of gold and teal, and built a secondary palette inspired by Bay Area landmarks, that can be used to help differentiate between the bank’s different product offerings. Warmer colors represent personal banking; cooler colors represent business banking; and gold and teal represent general banking.
We decided that each illustration in our library would depict a certain benefit of banking with Fremont Bank. These full-bleed and spot illustrations are a part of that library. Throughout, when we depicted groups of people, we always showed a variety of genders, ethnicities, ages and body types, to celebrate all of the Bay Area.
We started with our full-bleed library. For the idea of home ownership, we showed a classic backyard barbecue on a sunny summer’s day, with everyone enjoying good food and good company. To show the benefits of financial security, we illustrated a classic First Friday in downtown Oakland, a block party with something for everyone, whether you’re on a date or out with your friends. Finally, to celebrate all our communities, we showed a landscape of neighborhoods from around the Bay Area, collaged together, with trolley cars running throughout.
Then, we developed our spot illustration library. For the idea of business ownership, we showed a grand opening, infused with whimsy and confetti. To show the central role the bank plays in the community, we depicted a neighbor handing money to a Fremont Bank employee, and another Fremont Bank employee handing money to a shop owner. All of them work together to make the community great! Finally, for an all-purpose finance illustration, we showed actual money growing on actual trees, with a squirrel getting in on the action.
