Assignment #2
Title: Case Study #2b: Bridgewater Bank
Value: 10%
Duration: To be completed concurrent with other projects, individual
Due: Week 8: Tuesday, February 27
Using the first case study as a model, you are asked to analyze and evaluate the promotional materials for Bridgewater
Bank, a potential sponsor who has requested informal market research on the 18-24 year old demographic. If you do not
wish to participate in this exercise, please complete the alternative case study, as initially presented. The purpose of this
exercise is to assess your initial impressions of this banking institution, based solely on the documents, websites, and other
information made available to the general public. You will compare Bridgewater’s approach to that of two other similar
organizations, and recommend strategies to better reflect the interests and values of a younger market segment.
Background:
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"Dominique, we have a challenge for you and your team...we'd like to know from yourselves and see your design
of a bank website that would be geared towards an 18 - 25 year old age group. What would it look like, how
would it attract that age
segment, why would they want to go to this website above all others, how would
they purchase products and services on-line, what sort of promotions would you
have on-line to attract their business, etc, etc. Think outside the box. Discuss it
with your team and let us know if you're up for the challenge...thank you."
--John Q Adams, Product Manager
Bridgewater Bank received its charter one bank license effective January 1, 2006, and operates through a broker
network, without maintaining physical branch locations. As a new service without a traditional bank “face,” and
one that largely relies upon an online presence, they must cultivate a reputation to compete with more established
institutions. Reliability and trustworthiness are two key factors to impress upon the public, but the promotions and
services must also be innovative and fresh, in order to set Bridgewater apart from their competitors. What can
they offer that is different from all others?
Case Study Components:
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Who is Bridgewater Bank?: Perform an objective analysis of the institution. What services does Bridgewater
offer? How large is the organization? What is their general business model? What is their reputation and stated
values/objectives, as outlined on the company website? What is their mandate and approach to conducting
business? Who do they think they are, and how do they want to be perceived? Can you summarize the brand
identity by listing a few illustrative adjectives?
What messages are connoted through their promotional materials?: Perform a subjective assessment, based
on the aesthetics of the website and promotional materials. Who do you perceive to be the existing target audience
and/or typical client? What specific graphical, navigational, or editorial design choices lead you to this
conclusion? What adjectives would you use to describe the visual appeal of the existing site?
How does Bridgewater compare to similar institutions?: Select two alternative banking institutions with online
services to compare and contrast. Do they offer any unique services that set them apart from Bridgewater Bank?
What image does each wish to convey through use of visual design, promotional strategies, slogans, web features,
and/or editorial approach? Compared to Bridgewater, do these banks seem more, less, or equally reliable (use
specific examples to support your opinion)? Do you feel that the target audience or typical client is different for
each institution, and why? Have the comparison banks done anything specific to court a younger demographic? Is
this successful?
How can Bridgewater improve upon its service offerings?: Consider the products and services offered by all
three banks that were investigated. What products or special promotions would appeal to you and your peers? If
you were searching for a loan or mortgage, what might make you select one institution over another (excluding
rate comparisons)? What “perks” or customer service options might you suggest to help differentiate one bank
from another? Please present three concrete ideas, which may include giveaways, promotional events, or
alternative marketing strategies (consider either traditional channels of distribution, or emergent/viral methods).
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What aesthetic approach would you recommend to Bridgewater Bank, in order to reach an 18-24
demographic?: The suggested aesthetic approach must balance the need to connote reliability, but also infuse a
sense of youthful spirit. Suggestions that move too far in one extreme or another will prove to be less successful.
What types of photographic imagery might be used (situations, events, graphic treatment/processing, colouration
or lack thereof, etc.)? Should the style be cold and modern, rough-hewn and slightly faded, retro, graffiti-inspired,
or a combination? Are there specific colour combinations or typefaces that might work best? Should the site be
purely “functional” or could it contain entertaining extras/downloads, articles/feature stories/information about
negotiating a first mortgage or loan, etc.? Should it be very graphically-intensive with media, sound and
animations?
Provide a website and poster mock-up: Design a front page layout for a potential Bridgewater Bank youth
portal. Suggest the possible features and navigation, focusing primarily on the overall look and feel for the site.
You are welcome to use stock photography for this site design, as this is merely a rough visualization. You are
also required to design a poster layout that targets an 18-24 year old demographic, and prominently features a
specific product or service. This can be an existing service, or one of your new suggestions. Please also come up
with a slogan to creatively introduce the concept and the institution. Both visualizations must feature the
Bridgewater Bank logo and website contact information.
Sponsorship Agreement:
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It is understood that any graphical imagery or original slogans will not be used wholesale by Bridgewater Bank
without negotiating with the course professor and student-creator. The results of this case study are provided for
market research and evaluative purposes by Bridgewater Bank. Any additional use of this research is to be
considered as a separate agreement, which can be individually contracted or provided as a potential internship
opportunity.
Deliverables:
Please provide two copies of the following (one for instructor, one for Bridgewater team):
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A 1000 word document (hard copy, bound), double-spaced with appropriately labeled title page
Please include references, if and when used
Include visual samples if and when they are referenced in the body text
One website mock-up, printed in full-colour; one poster design, printed in full-colour
Please provide relevant links and original copies of promotional materials, when available
Additional visualizations/implementations are welcome, but not explicitly necessary—this might include t-shirt
designs or sketches for other promotional items
Evaluation:
Evaluation will be based on the following:
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Has the student successfully completed all aspects of the project, as outlined in the project description? What level
of engagement is demonstrated in this project?
Does the final case study demonstrate a thoughtful and articulate consideration of the client brief, their needs, and
the relevant class discussions on branding?
Does the paper demonstrate an attention to detail, with respect to spelling, grammar, formatting, and structure?
To what extent has the student exercised critical and creative thinking skills? Has the student taken risks in
developing the project?
Has the student demonstrated initiative in locating additional external resources and/or creating additional
implementation mock-ups?