Central Pacific Bank
Brand Strategy, Brand Identity, Brand Activation
Central Pacific Bank is a beloved Hawaiian institution with real heritage. But it needed to evolve to keep up with the times. By taking mid-century design themes and giving them a clean, modern, and fun twist, we gave the bank a complete brand overhaul that married the CPB of the past with the CPB of the future.
Collaborators
Design Director: Ali Martín Filsoof Associate Design Director: Sarah Stroschein Illustrator: Ryan Todd Studio: Espadaysantacruz
The first bank that is Radically Human.
Deliverables
Positioning
Brand Architecture
Brand Identity
Brand Guidelines
Brand Book
Sub-brand Launches
Branch and ATM Design
Brand Illustrations
Credit and Debit Cards
Merchandise, Uniforms
Website, Mobile App
Partnerships/Brand Extensions
Brand Signage
HQ Interior Design Direction
Retail Branch Design
Retail Concept Branch Design
Public Art Installation
Copywriting
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/5f2VcRIe0sQeCgltXa6Ozx/78147976e7943432de66effd4149d3db/CentralPacificBank_CaseStudy_Branding_Press_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/5f2VcRIe0sQeCgltXa6Ozx/78147976e7943432de66effd4149d3db/CentralPacificBank_CaseStudy_Branding_Press_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/6H4mRVu7kErYyYuzF1HENz/d9813d5a1ee5d6b21af0c96023f86e01/CentralPacificBank_CaseStudy_PreviousBranding_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/6H4mRVu7kErYyYuzF1HENz/d9813d5a1ee5d6b21af0c96023f86e01/CentralPacificBank_CaseStudy_PreviousBranding_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/PMrmhMzyiE9ktg2XRU3bf/979d6eb2f792d13300777a5b78f0e5f9/CentralPacificBank_CaseStudy_Branding_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/PMrmhMzyiE9ktg2XRU3bf/979d6eb2f792d13300777a5b78f0e5f9/CentralPacificBank_CaseStudy_Branding_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/4wNQBdiZ926sQ8ENxEbylj/1a7ee5e206289e393a43bd399a0f3cd1/CentralPacificBank_CaseStudy_CreditCards_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/4wNQBdiZ926sQ8ENxEbylj/1a7ee5e206289e393a43bd399a0f3cd1/CentralPacificBank_CaseStudy_CreditCards_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/6dIQRJN0Q0PsDMZ8aGI1SB/f4c39f9adce70ec0c0e11fc888949545/CentralPacificBank_CaseStudy_MobileAppDesign_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/6dIQRJN0Q0PsDMZ8aGI1SB/f4c39f9adce70ec0c0e11fc888949545/CentralPacificBank_CaseStudy_MobileAppDesign_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/MJxnUx5Gx3uNP43C8Hgir/faeb0c0780c3e931a223fd56b81fc83c/CentralPacificBank_CaseStudy_MobileAppDesign_2_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/MJxnUx5Gx3uNP43C8Hgir/faeb0c0780c3e931a223fd56b81fc83c/CentralPacificBank_CaseStudy_MobileAppDesign_2_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/3p2lCQOCiyJK5lWl5b2Tqs/f3c12b3d2b65b74404c3a4459456e958/CentralPacificBank_CaseStudy_MobileAppDesign_3_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/3p2lCQOCiyJK5lWl5b2Tqs/f3c12b3d2b65b74404c3a4459456e958/CentralPacificBank_CaseStudy_MobileAppDesign_3_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/7sF0k5L2xEadFKA15rsOUL/5b6be5bfbe95e1b4343be519533eda64/CentralPacificBank_CaseStudy_Newspaper_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/7sF0k5L2xEadFKA15rsOUL/5b6be5bfbe95e1b4343be519533eda64/CentralPacificBank_CaseStudy_Newspaper_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/2Mq9j5zFepVp35UZvtb9Z3/26c8f6677093f3ef05d407cfef24f9df/CentralPacificBank_CaseStudy_Newspaper_2_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/2Mq9j5zFepVp35UZvtb9Z3/26c8f6677093f3ef05d407cfef24f9df/CentralPacificBank_CaseStudy_Newspaper_2_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/4rzU4cdPvP0F3NiCgb2V9z/a2c5c44524e16eadcf612be2b83f2f11/CentralPacificBank_CaseStudy_HQ_Interiors_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/4rzU4cdPvP0F3NiCgb2V9z/a2c5c44524e16eadcf612be2b83f2f11/CentralPacificBank_CaseStudy_HQ_Interiors_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/53hq1nytHZgPASs2jYJOSn/241bd170cae1f56ef838bba8729ba1cb/CentralPacificBank_CaseStudy_ATMs_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
![Design Dept.](https://images.ctfassets.net/74bj5kebjsc8/53hq1nytHZgPASs2jYJOSn/241bd170cae1f56ef838bba8729ba1cb/CentralPacificBank_CaseStudy_ATMs_1_3840_TINIFIED.webp?h=41&w=72&q=4&fit=fill&&fm=jpg&fl=progressive&q=80)
Art Directors Club ADC 100th Annual Awards
Brand / Communication Design Rebranding ADC 100 Shortlist
Post rebrand metrics
CPB’s mobile app is rated 4.9 out of 5 in the Apple store. Total unaided brand awareness +21.0. Top of mind unaided ad awareness shifted +18.0. Total ad awareness (aided + unaided) +21.0.
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