The Bank of Here

Synovus contracted Green Group Studio to spearhead the design of the marketing collateral for their Florida locations. GGS was tasked with designing, translating and coordinating the printing and shipping of the marketing collateral statewide to 50 branches.

The Synovus brand is friendly and professional, they offer a personal touch, with the capability of a larger bank. They offer community-minded banking services, and in that way, the marketing collateral needed to in turn reflect that. With the goal of putting forward a consistent brand, the differing print formats were consolidated down to optimize the logistics of servicing 50 different branches throughout the state. The images used needed to represent South Florida communities, and in that way lifestyle images of South Florida’s Latin and Caribbean population were chosen.

The brand voice is the unique tone Synovus uses to communicate with their clients. To communicate effectively, it’s not just what is said but how it’s said. It’s crucial to use language that shows who Synovus is as a company, what their values are, no matter what language it is being said in, whether in Spanish or Creole.

Not only are the words being translated but the images used also, images are chosen according to the cultural background of the audience it is being written for. It not only helps Synovus establish it’s identity in the new South Florida market but makes its audience clear of its commitment to the Florida communities.