Deutsche Bank
Shifting to a global attitude
I joined Deutsche Bank Spain to create the content and branding department.
With the global team, we devised one of the first guidelines with a closer brand attitude and above all to escape from the code used in financial services.
It was urgent to take a step to redefine and reposition the brand around the purpose of its business. Instead of the bank just talking about what it does, it was time to explain why that matters for its customers and the wider world.
I worked together with the global brand team to create the first style guides, and making them more attractive as well as defining the brand’s personality to escape from the established category code.
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For the first time in Spain, a content campaign was launched under the concept of "the value of time". In this campaign, I wanted to convey using emotional branding, the importance of time and its value for people through architecture, dance and sport.
Deutsche Bank spoke about beauty from an emotional standpoint. We appeared in Vogue, GQ, architecture magazines and in publications related to finance. I ideated and executed the marketing plan to bridge the art world with our audience and core target.
The brand value increased in the Spanish market as well as the brand perception among HNW individuals.
the plan to bridge the art world with our audience and core target.ve p![]()
IdeateIdeate and execute the marketing plan to bridge the art world
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with our audience and core target.and execute the marketing plan to bridge the art world with our audience and core target.
For the first time in Spain, a content campaign was launched under the concept of "the value of time". In this campaign, I wanted to convey using emotional branding, the importance of time and its value for people through architecture, dance and sport.
Deutsche Bank spoke about beauty from an emotional standpoint. We appeared in Vogue, GQ, architecture magazines and in publications related to finance. I ideated and executed the marketing plan to bridge the art world with our audience and core target.
The brand value increased in the Spanish market as well as the brand perception among HNW individuals.
IdeateIdeate and execute the marketing plan to bridge the art world
with our audience and core target.and execute the marketing plan to bridge the art world with our audience and core target.