Launching a digital channel for a 100 year old banking institution
FWTDirect is the new online high interest savings account from Wilmington Trust, the leading retail and commercial bank in Delaware. TippingGardner established a sophisticated visual identity for WT Direct that borrows from the equity in Wilmington Trust’s core identity, but injects a fresher, more dynamic feel that is appropriate for an online brand.
We applied the new identity to the online banking website to create a sophisticated yet simple interactive experience with the new brand. To support the launch of the brand, we created direct mail pieces, and online advertising, as well a new tagline to communicate WTDirect’s relationship with it’s parent:
“Your future backed by our heritage. Wilmington Trust”.
Within 14 months of launch, WTDirect exceeded all expectations with almost $400 million in new savings deposits.