Some designers might see the world of banking as somewhat infertile ground for creativity. I look at is as a challenge and feel the projects completed for the Federal Home Loan Bank of Dallas to be some of my best work to date.
As for a creative brief, we've found that the marketing decision-makers prefer saturated colors paired with dark backgrounds . No cheesy, cliche stock photography is allowed, which is just fine by me. With these parameters in mind I've taken inventive use of color, composition, and concept to create a style which reinforces the message of each piece and FHLB's desired brand image.
Community Development Concept
Stylistic theme for FHLB's annual Community Development seminars.
Community Development Concepts
Two possible stylistic themes for FHLB's annual Community Development seminars.
New Mexico brochure
This brochure features individuals' stories to illustrate how the Bank's various programs are being implemented in New Mexico.
I used New Mexico's architecture, big skies and vivid sunsets, as well as the colors associated with southwest art as inspiration.
Affordable Housing Program 20th Anniversary Book
This book was created to commemorate FHLB Dallas' 20-year anniversary of their involvement in the Affordable Housing Program. Each spread is a case study describing how AHP funds helped a particular family or group. A timeline runs throughout the book and the look of a novel was alluded to using simulated rough paper textures and deckled edges, as well as a small illustration at the beginning of each "chapter".
Capabilities brochure outlining FHLB Dallas' various programs and products.
FHLB Dallas sponsors annual seminars which inform the Bank's members about certain product offerings designed to promote community development. The banners and folder to the left feature a custom 3D illustration of a city, the spiraling road mimics the growth rings of a tree.
75 Year Anniversary Ad
Plan 9 created a custom 1930's style stock certificate which morphs into a "virtual" document. Secure electronic transactions are a major selling point for FHLB and the look of the right half of the certificate reinforces those ideas.
Callable Advance Direct Mail
Who says interest rates can't be sexy? This direct mail piece introduces FHLB's callable advance. This loan allows its recipient to trade in their interest rate for a lower one should interest rates fall. I used the analogy of car trade-in to illustrate the concept behind the callable advance.
Finance Conference Materials
The Federal Home Loan Bank of Dallas hosts a gathering of its members to discuss current events and the future of banking. High profile speakers are invited and the conference serves as both a learning experience and a retreat.
An exchange of new ideas made me think of the renaissance period, when great progress was made in both the arts and science. Since FHLB wishes to be viewed as a forward-thinking organization, I combined the renaissance styling with colors, clean lines and shapes that connote technology and contemporary graphic styles.
Finance Conference Direct Mail and Notepad
This card was sent to all bank members advertising the 2007 conference. At the top is a cube showing a series of "firewalls" with rows of encrypted data, a symbol of modern banking. This ideas is contrasted with a Sumerian cuneiform tablet which were used to record transactions during that time period. The ancient/modern contrast echoes similar pairings found in other materials created to support and promote the finance conference.
Newsletter informing members of Congress about the activities of FHLB Dallas
Loan Insurance Direct Mail
Custom props, photography, and photo manipulation set the stage for this direct mail piece advertising FHLB's Floored Advance, a loan which protects its recipients' balance sheet from sinking interest rates.
SecureConnect Direct Mail
Transactions on the internet can be a scary thing, I chose an extreme closeup of a wad of glowing fiber optic strands (actually fishing line) as a metaphor. As the piece is opened, the internet tangle is juxtaposed with a clean environment, reminding the viewer of the security and efficiency of conducting banking transactions online through FHLB's SecureConnect system.