A rebranding campaign.

• Position: Idea Bank

Reader's guide.

The "Idea Bank" showcases outstanding examples of advertising and other marketing campaigns from financial institutions of all sizes and locations. Included in each issue are some of the winners of the most recent ABA Financial Marketing Awards hosted by the ABA Marketing Network. The names of all financial institutions or advertising and communications agencies are included where appropriate.

The rebranding of Doral Bank was about embracing the community it belongs to, placing the community's needs first and at the heart of the company. In a time when many face financial distress in Puerto Rico, Doral Bank recognizes there is no better moment than NOW to give back and promote a culture of support, unity and hope.

The bank's new logo, philosophy and slogan, "Eres parte d'," (meaning "You're a part of"), refers to being an integral part of the community, communicating a sense of belonging.

[ILLUSTRATION OMITTED]

The rebranding campaign had two integrated community outreach initiatives designed to support these beliefs in real terms: Ruta Pink, featuring a pink mobile mammogram clinic providing free breast exams...