In 2015, when British banks and Building Societies left the high street in Gibraltar to cut costs, the government recognised that nearly half the population would be left ‘unbanked’. As a result, it decided it needed to start a bank from scratch, and GIB opened its doors to meet the community's financial needs..
Over 10 years, the bank grew to offer a full range of retail and business banking services, mainly served through its branch network and relationship managers.
But more recently, it began to lose market share to digital banks and new entrants. Creode was tasked with helping the bank defend its position and ‘win back’ customers' hearts and minds, by redefining what the brand meant to Gibraltar.
A discovery program, which involved a combination of Exec in-depth interviews, colleague brand workshops, and customer research, identified that GIB was genuinely closer to the community than any other bank. It existed only to serve the people of Gibraltar and has a unique community-focused brand story, it just needed the confidence to tell it.
The work we did focused on bringing this to life in a motivating and meaningful way. Our strategic development of the brand included a new visual identity, tone of voice, and messaging aimed at building a genuine emotional connection with consumers.
A new, clear, confident, and customer-focused website has been designed to help customers to self-serve and reduce the need to visit branches. The new brand is delivered across a mix of digital and traditional channels, including social, outdoor, press, and email.
The project has marked a transformative step for GIB, firmly aimed at defending their position in the region, and making them the bank of first choice for the people of Gibraltar. The new brand was launched to mark the bank's 10th anniversary and is already acting as a catalyst for wider changes within the business, including a new banking app and new financial services products.
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