Corporate magazine
IN Sabadell
Branding strategy
Corporate branding
Editorial design
Communication
Digital communication
Brand experience
Our creative minds jumped at the chance to rethink the structure, design, identity and naming of Banco Sabadell’s internal communication magazine, in digital or print format.
As always, we started with an analysis: we found that the bank’s internal and external communications were not moving in the same direction, nor were the bank’s core values being adequately communicated internally. So we strategised to make its main corporate publication the key tool for communicating the bank’s identity to employees.
The masthead had to reflect the essence of the new publication, in both form and substance, to leave behind its former name, “BS Channel”. IN, from the words “interior” or “inside”, was the name we chose. Its simplicity and intensity brought to mind a very clear image: that of the purest and innermost core of the entity. And its design was based on the same concept: the image evokes the idea of a solid structure, like the foundations of the organisation.
«To present the new identity, a special dust jacket was created for the first issue of the publication; the deliberately rotated brand logo accompanied a claim that got straight to the point: an insider’s view of the bank.».
Rigour, objectivity, solidity, profitability, expertise in the business sector and international expansion, as well as resilience and adaptability to changing times. These were the foundations of the brand’s personality, and this was exactly the air that every page of the magazine should breathe. The magazine as a true reflection of the current values of the organisation, focused and inward-looking.
«A style all it own for the covers, with images, collages or illustrations to be able to represent complex economic, operational and strategic concepts; the renaming of the sections, more humanistic and in touch with the reader; and a structured and solid design that prioritises the hierarchy of information and infographic pieces – this is what shaped our conceptual and design proposal».