PROJECT FACTFILE
BRIEF: Aiming to cover the full gamut of financial services and going beyond
banking, Global Banking Alliance for Women needed to revisit its branding. It
turned to Design Bridge to develop a new name, mission, strapline and visual
identity that reflected the work the organisation does around the world.
THE AGENCY: Design Bridge, http://www.designbridge.com
THE CLIENT: Financial Alliance for Women, financialallianceforwomen.org
PROJECT DURATION: Six months
PROJECT LAUNCH: June 2019CRISTINA TAZZA
VP of Strategy, Design Bridge New York
Heading up the Design Bridge New York’s strategy
team, Tazza champions strategic brand leadership
for its clients. Spanning B2B, B2C and B2B2C, she
has experience in uncovering an organisation’s
“brand truth” and developing both its personality
and core values.COMPUTERARTS.CREATIVEBLOQ.COMNOVEMBER 2019 DESIGN BRIDGE FOR FINANCIAL ALLIANCE FOR WOMEN
GETTING STARTED
By Amy Golding and Cristina Tazza
Our partnership with Financial Alliance for
Women (previously known as Global Banking
Alliance for Women) came about through our
ongoing relationship with Mastercard; we were
initially introduced by one of our clients who is
on the Board.
A non-profit organisation, the Alliance
collaborates with members all over the world
to transform the financial landscape and help
close the gender gap in financial services. The
Alliance was embarking upon a period of change,
with the aim of broadening its ecosystem
of members beyond banks to all financial
institutions. The opportunity to partner with an
organisation with a purposeful vision and goal
was incredibly exciting.
At Design Bridge we have a balanced gender
mix – our chief creative officer and three of
our four managing directors are women, for
example – so this was a great brief for us to use
our expertise to champion women in an evolving
sector. Our role was to build a strong mission
and brand that could communicate the
organisation’s ambition in a clear and bold way,
and included developing a new name, strapline
and visual identity.
Alongside analysing cultural trends within
the sector and how brands in the broader
financial ecosystem tell their stories, attending
the organisation’s annual summit in Jordan last
year was an important part of our research.
Conducting interviews with key stakeholders, we
were able to gain crucial insight into the diverse
areas in which the Alliance and its members
affect change in the evolving financial industry,
and this helped lead our strategic vision.
We began by characterising the Alliance’s
personality as ‘Catalysts for Transformation’,
reflecting the leadership role that its members