Problem
In 1992, Banesco broke with traditional Venezuelan banking and launched a new full service bank. Neri Design Group was asked to create a cutting-edge image for the new bank to make it stand out from the crowd. In 2001, two major Venezuelan financial institutions merged: Banco Union, an older, long-standing banking organization, and Caja Familia, Venezuela's largest savings and loan institution. They asked Neri Design Group to create an image for Unibanca, the new entity.

In 2002 Banesco and Unibanca, two large banking organizations whose corporate images were both conceived, created, and implemented by Neri Design Group, merged into Banesco. What should be done with the two images?

Solution
Research showed that the Banesco name was the more recognized of the two brands as an elite banking organization, but that the Unibanca symbol was viewed by a large population as dynamic, accessible, and positive. Neri Design Group joined the two images, retaining the heritage of their dual ancestry, but projecting a new progressive and innovative organization. The design was then carried throughout all elements of the newly merged bank's activities, including environmental design, signage, annual reports, credit cards, and forms, to individual product brochures and many other image related projects.

Result
The new merger gained rapid identification within Venezuela, retaining exisiting customers and attracting new ones, thus increasing overall market share. Banesco currently ranks as the third largest Venezuelan banking organization as measured by total assets.