Guaranty Bank | Hispanic Campaign

Campaign for Guaranty Bank to establish itself as a bank recognizing and welcoming their Hispanic customer segment.

Client: Guaranty Bank

Overview: Guaranty Bank (Texas) had 64 banking centers that served a high percentage of Hispanic customers (ranging from a high of 83.5% penetration rate to low of 16.9%). Liz Pangerl and Diane Merrifield recommended that the bank launch a merchandising and communications campaign – to begin to create a welcoming Hispanic presence in the targeted banks.

Work encompassed:
• Sign-up kit
• Point of sale
• Check desk
• Table tents
• Teller windows
• Collateral
• Focus fixture merchandising
• Exterior and interior banners

Result:
The campaign gave Guaranty Bank a way to establish itself as a bank recognizing and welcoming this vital customer segment.

Creative Team (while at John Ryan Performance):
Liz Pangerl: Creative director, co-designer, English language copywriter
Diane Merrifield, Account manager
Gabriela Harper, Spanish language copywriter
Todd Mannes, Co-designer
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