Wachovia goes 'green' as part of West Coast Branch Update.

• Position: Marketing: News - Brief article

As part of its plan to update its new and acquired branch network on the West Coast, Wachovia has adopted a "green" design that incorporates sustainable materials, energy-efficient ventilation systems and aggressive recycling programs.

The initial prototype was opened in Irvine, Calif., in March. Beginning in November, the design will incorporate Leadership in Energy and Environmental Design (LEED) certification standards. The bank plans to open its first green banking offices in Los Angeles, Orange, Santa Barbara and Riverside counties in California.

The bank employed Callison Brand Experience group, Seattle, to create the new unified design.

Working in close partnership with Wachovia, Callison conducted extensive market research with potential target customers about their banking experiences. Results revealed that West Coast customers preferred an environment with more access to private meeting spaces, engaging reception areas and clean, streamlined spaces.

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"The concept allowed Wachovia to enter a new...