Branding the customer service environment

Recognizing the need to brand their environment as an important marketing tool in the increasingly competitive retail environment, Chase Bank commissioned GRID Partners to create a new retail banking design.

GP researched customers’ emotional needs and balanced them with Chase’ operational requirements, creating the recognizable ‘sapphire’ building logo that is transformed into a beacon at night. For enhanced safety, the Transaction Area is filled with light and encased in see-through glass that instills trust and transparency. By day, the Consultation Area is wrapped in a translucency that signifies privacy and professionalism, and the Service Area is shrouded in opacity to provide the utmost security.

The new design scored the highest in consumers testing.