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Brief
Cherry Bank required a strategic proposal for visual repositioning and a communication plan to revise its brand identity — one that could reflect the evolution of its offer and project a more authoritative, professional image, capable of communicating a stable, credible presence aligned with its target. Behind that brief was a deeper tension: the bank's offer had matured into something more institutional, but its visual identity still spoke in a younger, more informal register — closer to a fintech startup than a bank clients trust with their capital.
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Strategy
The evolution was anchored in two archetypes — Guardian and Sage — protection and wisdom, rather than speed and disruption. Every visual decision had to earn trust before it earned attention: a system built to feel sober rather than showy, distinctive without shouting for it.
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The answer
The palette shifts to blue and beige, with gold reserved as a rare accent for key details — restraint as a design principle. Particular attention was also given to data communication, through charts that are visually striking yet always clear and legible. The photographic language reads enterprise as a path of challenge and conquest: evocative landscapes become visual metaphors for entrepreneurial growth and the tension toward new goals, in cold tones consistent with the palette, enriched by a single red accent that nods to the brand's original color history. The result is a system built to be read as credible first, memorable second.
