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Wilmington Trust

Challenge
Founded in 1903, Wilmington Trust had grown from
a local banking and trust company into a prominent
financial institution with a national reach. However, its
dated, mid-century brand persona did not reflect the
growth and success this organization had achieved.
Solution
Our research revealed the current brand identity
had recognition and equity. The diamond symbol
first appeared on the Delaware state flag in 1913.
Kass Uehling recommended refreshing their
symbol to retain the established equity and create
distinctive communications systems around this
revitalized identity.
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Kass Uehling
333 Seventh Avenue
New York, NY 10001