WILMINGTON TRUST

rebranding program

Wilmington Trust, a division of M&T Bank, was in the midst of a complete rebrand when they requested assistance in developing the overall creative direction for their marketing communications. The creative thread throughout all copy and visual treatments was that of approachability and personal connection with clients. Candid documentary photography captured singular, authentic moments in their personal and business lives, with a warm, subtle glow applied to provide a sense of optimism. Derived from the W logo mark, a diagonal design motif appears throughout to provide a sense of upward direction. Traditionally a gray flannel brand, the rebranding effort infused the face of Wilmington Trust with a newfound energy and contemporary presence.