After dozens of acquisitions, a sprawling regional bank lacked a distinctive, unifying brand. Job one for Sequel: To create a clear, compelling brand platform, one that would embrace operations across eight states and the District of Columbia, and differentiate the bank in one of America's most competitive financial markets. PNC brought to the table its strong financial capabilities and, in many cases, strong, long-term customer relationships. Its focus, above all, was to be a customer-friendly bank, one that not only made everyday banking easy, but made it easier for 2.9 million customers to reach their financial objectives.

Sequel took this positioning to its essence with a new tagline — Easy as PNC — and used it as the basis for a wide range of customer communications. Beyond this, we refined the bank's brandmark and architecture, redesigned in-branch merchandizing materials, and created new brand guidelines that would inform all future communications. Through these efforts, Sequel helped the bank unify more than 800 branches, deliver a single, focused message to long-time and prospective customers, and defined PNC as a force to be reckoned with as the bank pursued new acquisitions and geographic markets.