‘Leading with purpose’: Behind Truist’s Super Bowl advertising campaign

Truist launched its new visual brand and identity in an out of home campaign around Super Bowl LIV.

The bank, a new company formed from the merger between BB&T and SunTrust, launched in Greater Miami last December and is building brand recognition in that market with new marketing initiatives.

Truist's first campaign zeroed in on the Super Bowl, which was held in Miami this year, and targeted both local residents and visitors. The bank hired creative agency StrawberryFrog to bring the new brand's vision to life, centered around a fresh purple logo which combines the heritage BB&T burgundy and SunTrust blue.

“Our Truist campaign has been carefully curated to launch this striking new brand with impact," said Scott Goodson, founder and CEO of StrawberryFrog. "While the campaign is designed to convey the coming together and merger of BB&T and SunTrust, it is also intended to highlight the aesthetic feeling of the future of finance. In these times the world needs a better bank."

The campaign incorporates film, outdoor, organic social and digital assets. Truist's messaging is to make financial services better by incorporating purpose in its activities and delivering an experience defined by advanced technology.

The first campaign emphasizes the message: The Future of Finance. The campaign will showcase the new brand, the new name, and the new Truist Purple logo.

"We wanted to convey Truist's vision to make financial services better by leading with purpose, delivering an experience defined by personal touch and advanced technology," said Goodson.

To design its new identity, Truist worked with global brand consultancy, Interbrand. The bank used focus groups, workshops and interviews to gather input from its teammates and clients regarding the new branding.

"This campaign is designed to bring the new Truist vision to life for new and existing clients and to create a clear space for Truist in the public mind," says Chip Walker, head of strategy at StrawberryFrog.

More Truist advertising will be rolled out online, in branches and out-of-home advertising across Miami throughout February.

"Working closely with StrawberryFrog, we launched the new Truist brand in a bold advertising campaign in South Florida, an important market for Truist, leading up to, during, and after the big game," said Joli Murtha, svp, brand, advertising and media for Truist.

"From jetways to highways, sports fans and residents were able to experience the Truist through our outdoor advertising across Greater Miami."