financial services merger communications

Communications for an emerging brand

PROBLEM
SunTrust and BB&T merged to form Truist—a new financial services company leveraging the best of both brands. A massive print and digital initiative was required to alert customers of the pending changes. The primary challenge was finding the right tone and images for an unestablished brand.

SOLUTION
This was an important initiative with a high level of internal client review and discussion. d.trio worked closely with Truist to determine the proper tone and imagery to convey positive emotions and outcomes surrounding the sensitive topic of changes to their customers’ financial institution. Design and messaging also needed to be respectful of both heritage brands to ensure customers forged a connection between their current bank and Truist. Materials consisted of 18 letter versions, 3 brochure versions, branch materials, emails, a landing page, banners, and display ads.

RESULTS
9 million piece mailing flawlessly executed under tight timelines
Legal deadlines met
Client LOVED the work