PROJECT PROFILE: PHASE ONE
The Power of Purple
Truist's immense brand launch, orchestrated by Principle Global, shows Takeform's capacity to manage complex projects from start to finish.
Editor's note This project profile is part of a special continuing series about our work with Truist — one of the largest financial sector rebranding efforts ever undertaken. Watch for more.
WHAT: Interior Signage Systems, Sourcing,
Experiential Graphics, Site Surveys,
Removal & Restoration
Amplify Wallcoverings and Window Films, Ethos Dimensional and Vinyl Lettering,
Moxie Graphic Panels, Oomph Wall Panels and Acoustic Clouds, Wayfinding Room ID
and Teller Signage
Over 2,850 retail and corporate locations
spanning across the U.S.
In 2019, two sizable American banking brands—BB&T and SunTrust—joined forces in a merger of equals to form Truist. Headquartered in Charlotte, N.C., this combined organization represents the 7th largest bank in the U.S., with $541 billion in total assets (as of Dec. 31, 2021).
In the course of launching a fresh, exciting new brand, Principle Global, Truist's brand implementation firm, called upon partners from around the country to help them roll out Truist's new identity across thousands of retail and corporate locations. Takeform is proud to have been among the experiential graphics and signage experts Truist engaged to help them in this monumental task.
From site surveys and design renderings to restoration and installation, Takeform brought the Truist brand to hundreds of retail and corporate locations.
Brand implementation on a scale like no other
Takeform worked closely with Truist and Principle Global, to remake bank branches and corporate offices around the country. And for Truist, that meant rebranding on a scale that required the full range of Takeform's expertise.
Truist Fast Facts
Takeform received assignments from Principle Global that spanned 363 retail locations and 132 corporate offices. And as the work progressed, they turned to Takeform to absorb additional brand implementation work based on their performance in the early stages of the project.
“The branding project was so large that it involved multiple firms doing similar work. Interestingly, our performance level continually earned us more opportunities. We were proving our ability and earning the client's confidence
every step of the way."
- Tom Hungerford, Vice President of Sales at Takeform
Understanding a new-born brand
Out of the merger between BB&T and SunTrust came a fresh brand with a bold new look that combined its two predecessors impeccably. One bank's signature color had been blue. The other's, burgundy. The combined entity would be a gem-toned purple with silver accents.
Branding agency Interbrand created an identity for Truist that included a monogram logo made of two T's that reflect both the Truist name and represent two of the new bank's priorities:
Touch (as in personal)
Technology (as in user-friendly)
A master typographer custom-made each letter of the logo.
Given the scale and the painstaking process of creating a brand from scratch, the client wanted to work with partners who could execute the rebranding of their spaces perfectly. That's where Takeform came in. And in the course of working with Truist, our teams touched retail branches and corporate offices across 19 states and Washington, D.C.
The Takeform team reviewed First Articles—the prototypes for each piece to be produced—with the client's chief engineer.
After collaborating with the client on teller signage prototypes, Takeform custom built 34,000 pieces to equip all 2,100 retail branches.
Surveying the brandscape
We began by sending out 20 two-person site survey crews to measure every inch of our assigned corporate and retail spaces and identify all the brand elements and signage each would need. And Takeform utilized
TakeCharge software so each pair of surveyors could easily capture all the relevant data about each location. Takeform's precision and efficiency led to more work and ultimately, Takeform's crews covered 375 locations
in 90 days.
“We knew we had a lot of site surveys to conduct, and that's what we built the TakeCharge software for. After running the surveys for corporate, we were asked to take on a sizable portion of the retail locations, too."
- Anthony Fearby, Project Manager at Takeform
Beyond the ordinary
Conducting hundreds of surveys would not be the last time Takeform rose to the challenge and leveraged its breadth of capabilities to get the job done. As the project progressed, the client increasingly leaned on colleagues to stretch their capabilities as the work of transforming every space proceeded. That included the momentous restoration effort of removing all existing signage then patching and painting the walls of every space as it was made over in the image of the Truist brand.
Renovations of select corporate offices included Takeform Oomph sound clouds suspended from ceilings and Oomph acoustic walls.
“There was a lot involved, like patching and painting. Removing the old brand was part of the job. So, we relied on the strength of our network to execute at a high level and prepare each location for implementing the new brand."
- Patti Corser, Key Account Manager at Takeform
From patching and painting to custom-building signage for the bank's HQ, Takeform's effort was energizing and elaborate. And working with both retail branches and corporate spaces required a range of innovation that would put our skills to the test in months to come.