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To ensure a successful brand migration with its entry into the California market, Wachovia, long established on the East Coast, enlisted Callison to update its new and acquired neighborhood financial centers. The design needed to translate Wachovia's brand for the banking preferences of the California customer while reducing resource and energy consumption.

Customer-Driven Approach
Working in close partnership with Wachovia, Callison’s Brand Experience group conducted extensive market research with potential target customers about their banking experiences. Results revealed that customers preferred an environment with more access to private meeting spaces, engaging reception areas, and clean, streamlined spaces.

The design solution ensures the delivery of consistent branding, products, and services through spaces that respond to customer needs and reflect Wachovia’s service-oriented brand. The distribution of natural lighting, repositioning of queues, check writing stands, and waiting areas eases accessibility, functionality, and transparency.

“The concept allowed Wachovia to enter a new market with a design that reflects the preferences and mindset of the California customer while retaining the DNA of its brand and demonstrating its commitment to sustainability,” says Chris Hamilton, principal at Callison. “To date, Wachovia’s entry into the highly competitive California market has shown to be successful in terms of new business and positive customer response.”

Sustainable to Support Wachovia’s Green Building Program
Beginning in November 2007, Callison’s prototype design will be the first to incorporate Leadership in Energy and Environmental Design (LEED) certification standards through the use of sustainable materials, energy-efficient ventilation systems, and aggressive recycling programs. Wachovia plans to open its first green banking offices in Los Angeles, Orange, Santa Barbara, and Riverside counties in California.

Wachovia expects to save up to $80,000 in construction costs for each of the new financial centers over a traditionally constructed branch, in addition to a reduction in operating costs of about 20 percent in the first year.

Flexibility to Deliver Brand Across Regions
The prototype consists of three baseline models that can be easily translated across regions. A flexible design “kit of parts,” including finishes and signage, allow for regional adaptability and design standardization while presenting a consistent image for Wachovia in the community.

The exterior design contains three main elements that can be modified and applied to enhance visual branding consistency. A signature paneled signage tower was designed to establish strong visual presence and recognition. Depending on location, an awning and a façade in a variety of finishes can be applied.

The initial prototype opened in March 2007 in Irvine, Calif.