Portfolio of Tulio Gasperini

TULIO G. GASPERINI
TULIO G. GASPERINI

Portfolio Excerpts

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Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865

Portfolio Excerpts

• Commerce Bank & Trust Company
• Integrated Mortgage Solutions
• Citizens Financial Group
• FleetBoston Financial
• First National Bank of Boston


Branding & Visual Identity

Before

• Lack of brand identity; inconsistent, nonexistent.
• Brand did not position company as “today’s” bank.
– Bank did little to appeal to younger demographic
and catered mostly to older audience
• Brandmark was plagued by numerous shortcomings.
– Logotype was dated, appeared in multiple styles
– Icon treatment was inappropriate for broad
array of applications
– Color palette was undefined
– Brandmark was not registered; name was actively
pursued for takeover by a competitor
• Advertising was dated, a la “1950’s”



Before



After

• Brandmark’s “cinnamon” color is unique in the
marketplace, while vibrant blue, color of “trust”
and “honesty,” replaces purple and other inconsistent
color combinations.
• Maintains familiar “lion” icon — a highly recognized
symbol for 50+ years in Central MA.
• Custom logotype is contemporary and conveys
movement and sophistication.
• Service Mark designation indicates the Bank’s right
of claim to the “Commerce Bank” name in MA.



Corporate Identity: Image Advertising




Local Presence, Longevity, Financial Strength
(TDBank, Sovereign Bank, Bank of America, Citizens Bank)



Corporate Identity: Exterior Signage



Corporate Identity: Stationary & Business Cards

Tulio G. Gasperini
Vice President and Director
Corporate Marketing & Communications

Corporate Headquarters
386 Main Street
Worcester, MA 01608-1709

FORWARDING SERVICE REQUESTED

Tulio G. Gasperini
Vice President and Director
Corporate Marketing & Communications

386 Main Street
Worcester, MA 01608-1709

508.797.6879 telephone
508.797.6912 facsimile
tgasperini@bankatcommerce.com

Corporate Headquarters: 386 Main Street, Worcester, MA 01608-1709 n 508.797.6879 telephone n 508.797.6912 facsimile


Marketing Communications

Print Advertising

Smart planning is the key
to your financial future.
But a $5,000 CD could help.
We’re giving away $8,000 to celebrate our new Bump-Up+ CD
and Bump-Up+ IRA savings solutions! Just visit any of our branch
locations to enter the Bump-Up Sweepstakes for your chance to
1
win one of three CDs worth up to $5,000. Anyone can enter!

Bump-Up+ CD n Bump-Up+ IRA

NOW: Earn 1.50% APY (for 12 months)
or 1.75% APY (for 24 months).

THEN: If rates rise, bump-up to a higher rate.
Plus, you can choose to extend the
2
term at the higher rate.

Available in both 12-month and 24-month terms, you’re in full control
with our Bump-Up+ savings solutions. If rates rise, not only do you
have the option to lock-in at a higher rate for the remainder of the
term, you can lock-in for an additional 12 or 24 months.
SWEEPSTAKES
ENTER TO WIN A Ramp-up your savings potential with our Bump-Up+ savings solutions.
CD WORTH $5,000! Call us today at 800.698.BANK(2265) or stop by to enter our
sweepstakes. At Commerce Bank, we’ve got you covered.

www.BankAtCommerce.com

1
No purchase necessary. Contest period 1/19/10 – 4/2/10. Three prizes to be awarded as follows: One First Prize: a $5,000 Commerce Bank 1-year Certificate of Deposit. One Second Prize: a $2,000 Commerce Bank
1-year Certificate of Deposit. One Third Prize: a $1,000 Commerce Bank 1-year Certificate of Deposit. Odds of winning depend on number of entries received. Open to CT, MA and NH residents only, 18 years of age
or older. Prizes are non-transferable and must be open in the name of the winners. See Official Rules in bank for details. Void where prohibited by law.
2
The minimum opening deposit is $5,000 for the Bump-Up+ CD (Certificate of Deposit) and the Bump-Up+ IRA (Individual Retirement Account). Bump-Up+ CD and Bump-Up+ IRA are both available as either 12-month
or 24-month fixed rate accounts, currently paying a 1.50% annual percentage yield (APY) for a 12-month term as of 1/6/09, and a 1.75% annual percentage yield (APY) for a 24-month term as of 1/6/09. The “Bump-
Up+” feature is a promotional offer. With the Bump-Up+ feature you have the one-time option to change the rate on your account to the “current rate” for the remainder of the original term, or you may choose to extend
the term of the account by an additional 12 months at the time you exercise the Bump-Up+ option (or by an additional 24 months at the time you exercise the Bump-Up+ option for the 24-month term Bump-Up+ products).
Should you choose to change the rate on your account, you must also exercise either of the term options at the same time; rate and term options cannot be exercised separately. The “current rate” is defined as the rate
being offered by the Bank, at the time you exercise the Bump-Up+ option, on CDs and IRAs with the same term as the original term of your account. The Bump-UP+ feature is not automatic and will be exercised only
upon your request. Personal accounts only. This is a limited time offer; see personal banker for details.
Commerce Bank is a registered service mark in Massachusetts of Commerce Bank & Trust Company. ©2010 Commerce Bank & Trust Company. Commerce Bank member FDIC. Equal Housing Lender. All rights reserved.



Merchandising

You’re a smart spender.
Are you a savvy saver?

Bump-Up+ CD
Bump-Up+ IRA

Ramp-up your savings.
Get a Bump-Up+
* Minimum opening deposit is $5,000 new funds. Bump-Up Individual Retirement Account
is a variable rate account currently paying a 0.00% annual percentage yield (APY) as
of 1/4/09. APY is applied to balances of $5,000 or greater. APY is not guaranteed and
may change at any time. An APY of 0.00% is paid to balances less than $5,000. Maximum
balance is $0,000,000. Personal accounts only. This is a limited time offer; see personal
banker for details. savings solution.

NOW: Earn a competitive
interest rate.
THEN: If rates rise, bump-up
to a higher rate.
Plus, you can choose
to extend the term at
the higher rate.

* Minimum opening deposit is $5,000 new funds. Bump-Up Individual Retirement Account is a variable rate account currently paying a 0.00% annual percentage yield (APY) as of 1/4/09. APY is applied to balances of $5,000 or greater. APY is
not guaranteed and may change at any time. An APY of 0.00% is paid to balances less than $5,000. Maximum balance is $0,000,000. Personal accounts only. This is a limited time offer; see personal banker for details.

Commerce Bank is a registered service mark in Massachusetts of Commerce Bank & Trust Company. ©2010 Commerce Bank & Trust Company. Commerce Bank member FDIC. Equal Housing Lender. All rights reserved.



Merchandising



OOH

Bump-Up+ CD
Bump-up to a higher rate.
Plus, choose to increase the term.

www.BankAtCommerce.com
See personal banker for details. Member FDIC. Equal Housing Lender.



Brochures

Checking Accounts Savings Accounts Loans

Smart solutions for everyday Tools to help you plan for Borrowing solutions that
money management. your future. make life a little easier.

Business Checking Accounts Business Services

Ways to manage your cash Resources to help you focus
flow efficiently. on more important things --
like your business.



Before

• Corporate identity did not express the history
that inspired the company’s name.
• Logo fell short in supporting company’s brand
positioning statement.
– Logotype was weak
– Color palette was dated
– Lacked a compelling icon
– Cumbersome and unsophisticated



After

• Logo’s icon is a graphical representation of the
history behind the company’s name; establishes a
feeling of longevity.
• Logotype is a sophisticated serif font yet it conveys
an emotion of amicability.
• Color palette is also sophisticated – representing
the seriousness of the business.
• A statement of understated elegance that harkens
to the mortgage button tradition; conveys trust and
confidence.




The heritage behind our name.

Dating back to the mid-seventeenth
century, the “mortgage button” is a long-
standing New England tradition, which
originated in Nantucket. When a home’s
mortgage was fully paid, a hole was drilled
in the top of the staircase banister or
newel. The mortgage was either rolled up
and placed inside the hole, or burned and
its ashes were placed within. A button,
usually made of whalebone, was
scrimshawed with the date and owner’s
initial and placed over the hole to seal its
contents. Our goal is to provide you with
the perfect mortgage and, eventually, a
mortgage button of your very own.

Licensed Mortgage Broker: CT License #12281/12282, FL License #CL0600347, MA License #MB2975
(In MA, we arrange but do not make loans), NH License #10396-MBB (Licensed by the NH Banking Department),
PA License #14665, RI License #20021431LB
The Mortgage Button and The Mortgage Button logo are registered marks of Integrated Mortgage Solutions, Incorporated.
©2006 Integrated Mortgage Solutions, Incorporated. All rights reserved.



Corporate Identity: Stationary & Business Cards

Front

Inside



Brochures



Direct Mail



Human Resources


Corporate Communications

Employee New-Hire Kit



Employee Career Coaching - Poster



Employee Annual Benefits Enrollment - Flyer



Enterprise-wide Survey



Executive



Fortune 100 Best Companies to Work for®



Direct Mail

Résumé and Por


Brochure



Letter



Newsletter



Employee
Newsletter



Merchandising - Window Posters



Merchandising - Window Decals



Print Advertising



OOH - Hispanic


Web Media

Intranet Site



Affinity Marketing



Print Advertising - Ethnic Holidays


Event Planning & Execution

Harlem Community Outreach



Employee Reward & Recognition Programs



Employee Letter


Web Media

Intranet Site

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This page was last updated on 12/14/98.
Number of visitors to this site: 0001

Sales & Service Planning and Measurement • The Regional Bank • Hotline: 617-434(224)-4300
This site developed and managed by: Tulio G. Gasperini, Communications Consultant
401-278(469)-7933

Copyright ©1998 BankBoston For Internal Use Only.

Duplication and distribution of this information outside the Bank without an authorized release is a violation of Bank Policy.

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Branding & Visual Identity: Vice Chairman’s Event



Presentations



Communications


Portfolio Excerpts

• Additional examples available upon request.


Portfolio of Tulio Gasperini

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Portfolio of Tulio Gasperini