1. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
TULIO G. GASPERINI
Portfolio Excerpts
• Branding
• Communications
• Events
• Marketing
• Web Media

2. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
TULIO G. GASPERINI
Portfolio Excerpts
• Branding
• Communications
• Events
• Marketing
• Web Media

3. Tulio G. Gasperini
Branding & Visual Identity
Before
• Lack of brand identity; inconsistent, nonexistent.
• Brand did not position company as “today’s” bank.
– Bank did little to appeal to younger demographic
and catered mostly to older audience
• Brandmark was plagued by numerous shortcomings.
– Logotype was dated, appeared in multiple styles
– Icon treatment was inappropriate for broad
array of applications
– Color palette was undefined
– Brandmark was not registered; name was actively
pursued for takeover by a competitor
• Advertising was dated, a la “1950’s”

4. Tulio G. Gasperini
Branding & Visual Identity
Before

5. Tulio G. Gasperini
Branding & Visual Identity
Before

6. Tulio G. Gasperini
Branding & Visual Identity
After
• Brandmark’s “cinnamon” color is unique in the
marketplace, while vibrant blue, color of “trust”
and“honesty,” replaces purple and other inconsistent
color combinations.
• Maintains familiar “lion” icon — a highly recognized
symbol for 50+ years in Central MA.
• Custom logotype is contemporary and conveys
movement and sophistication.
• Service Mark designation indicates the Bank’s right
of claim to the “Commerce Bank” name in MA.

7. Tulio G. Gasperini
Branding & Visual Identity
Corporate Identity: Image Advertising

8. Tulio G. Gasperini
Branding & Visual Identity
Corporate Identity: Image Advertising

9. Tulio G. Gasperini
Branding & Visual Identity
Corporate Identity: Image Advertising
Local Presence, Longevity, Financial Strength
(TDBank, Sovereign Bank, Bank of America, Citizens Bank)

10. Tulio G. Gasperini
Branding & Visual Identity
Corporate Identity: Exterior Signage

11. Tulio G. Gasperini
Branding & Visual Identity
Before
• Corporate identity did not express the history
that inspired the company’s name.
• Logo fell short in supporting company’s brand
positioning statement.
– Logotype was uninspired
– Color palette was dated
– Lacked a compelling icon; “Staples”-like
– Clumsy and unsophisticated

12. Tulio G. Gasperini
Branding & Visual Identity
Before

13. Tulio G. Gasperini
Branding & Visual Identity
After
• Logo’s icon is a graphical representation of the
history behind the company’s name; establishes
a feeling of longevity.
• Logotype is sophisticated yet amicable.
• Color palette is also sophisticated – representing
the seriousness of the business.
• A statement of understated elegance that
harkens to the mortgage button tradition;
conveys trust and confidence.

14. Tulio G. Gasperini
Branding & Visual Identity
Corporate Identity
The heritage behind our name.
Licensed Mortgage Broker: CT License #12281/12282, FL License #CL0600347, MA License #MB2975
(In MA, we arrange but do not make loans), NH License #10396-MBB (Licensed by the NH Banking Department),
PA License #14665, RI License #20021431LB
The Mortgage Button and The Mortgage Button logo are registered marks of Integrated Mortgage Solutions, Incorporated.
©2006 Integrated Mortgage Solutions, Incorporated. All rights reserved.
Dating back to the mid-seventeenth
century, the “mortgage button” is a long-
standing New England tradition, which
originated in Nantucket. When a home’s
mortgage was fully paid, a hole was drilled
in the top of the staircase banister or
newel. The mortgage was either rolled up
and placed inside the hole, or burned and
its ashes were placed within. A button,
usually made of whalebone, was
scrimshawed with the date and owner’s
initial and placed over the hole to seal its
contents. Our goal is to provide you with
the perfect mortgage and, eventually, a
mortgage button of your very own.

15. Tulio G. Gasperini
Marketing Communications
Corporate Identity: Image Advertising

16. Tulio G. Gasperini
Branding & Visual Identity
Enterprise-wide Re-branding of Human Resources

17. Tulio G. Gasperini
Branding & Visual Identity
Enterprise-wide Re-branding of Human Resources

18. Tulio G. Gasperini
Branding & Visual Identity
Enterprise-wide Re-branding of Human Resources

19. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
TULIO G. GASPERINI
Portfolio Excerpts
• Branding
• Communications
• Events
• Marketing
• Web Media

20. Tulio G. Gasperini
Corporate Communications
Employee Career Coaching - Poster

21. Tulio G. Gasperini
Corporate Communications
Employee Annual Benefits Enrollment - Flyer

22. Tulio G. Gasperini
Corporate Communications
Enterprise-wide Survey

23. Tulio G. Gasperini
Corporate Communications
Executive

24. Tulio G. Gasperini
Corporate Communications
Executive Column: Employee Newsletter

25. Tulio G. Gasperini
Corporate Communications
Fortune 100 Best Companies to Work for®

26. Tulio G. Gasperini
Communications
Employee Communication: Product, Sales, Operations & Compliance
(Consumer Lending’s Weekly Communication to Branch Network)
Before

27. Tulio G. Gasperini
Communications
Employee Communication: Product, Sales, Operations & Compliance
(Consumer Lending’s Weekly Communication to Branch Network)
Before

28. Tulio G. Gasperini
Communications
Employee Communication: Product, Sales, Operations & Compliance
(Consumer Lending’s Weekly Communication to Branch Network)
After

29. Tulio G. Gasperini
Communications
Employee Communication: Product, Sales, Operations & Compliance
(Consumer Lending’s Weekly Communication to Branch Network)
After

30. Tulio G. Gasperini
Corporate Communications
Employee
Newsletter

31. Tulio G. Gasperini
Corporate Communications
Employee
Newsletter

32. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
TULIO G. GASPERINI
Portfolio Excerpts
• Branding
• Communications
• Events
• Marketing
• Web Media

33. Tulio G. Gasperini
Event Planning & Execution
NY: Times Square PR Event

34. Tulio G. Gasperini
Event Planning & Execution
Community Outreach Program

35. Tulio G. Gasperini
Event Planning & Execution
Harlem, NY: Branch Grand Opening & Apollo Theatre Reception
Torrance Childs (Fleet Community Bank President), Gail Snowden (Fleet Community Investment Group EVP & Managing
Director), Charles Gifford (FleetBoston Financial CEO), and Charles Rangel (U.S. Representative, NY 13th District)
are among those to partake in the festivities.

36. Tulio G. Gasperini
Event Planning & Execution
Boston: Tradeshow

37. Tulio G. Gasperini
Event Planning & Execution
Executive Presentations

38. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
TULIO G. GASPERINI
Portfolio Excerpts
• Branding
• Communications
• Events
• Marketing
• Web Media

39. Tulio G. Gasperini
Marketing Communications
Merchandising

40. Tulio G. Gasperini
Marketing Communications
Merchandising
Smart solutions for everyday
money management.
Checking Accounts
Tools to help you plan for
your future.
Savings Accounts
Borrowing solutions that
make life a little easier.
Loans
Resources to help you focus
on more important things --
like your business.
Business Services
Ways to manage your cash
flow efficiently.
Business Checking Accounts

41. Tulio G. Gasperini
Marketing Communications
Merchandising
(Window Clings)

42. Tulio G. Gasperini
Marketing Communications
Merchandising
(Tradeshow Booth)

43. Tulio G. Gasperini
Marketing Communications
OOH

44. Tulio G. Gasperini
Marketing Communications
OOH - Hispanic

45. Tulio G. Gasperini
Marketing Communications
Direct Mail

46. Tulio G. Gasperini
Marketing Communications
Direct Mail
Shop for your home
with confidence.
Get pre-approved today.
Shop for your home
with confidence.
Get pre-approved today.
Holly Pagano
Bank ofAmerica Customer
Finance Analysis - Pre-Approval
(Call Center Fulfillment)
Taye Jackson
Bank ofAmerica Customer
Refinancing?
Let us show you how much
you can save.
Refinancing?
Let us show you how much
you can save.
Refinance Analysis
(Call Center Fulfillment)

47. Tulio G. Gasperini
Marketing Communications
Affinity Marketing

48. Tulio G. Gasperini
Marketing Communications
Print Advertising
We’re different
because we’re lending.
www.BankAtCommerce.com
John McKenna
Senior Vice President
Director of Commercial Lending
Commerce Bank is a registered service mark in Massachusetts of Commerce Bank & Trust Company.
©2010 Commerce Bank & Trust Company. Commerce Bank member FDIC. Equal Housing Lender. All rights reserved.
When it comes to commercial lending services, no other
regional bank offers more.
At Commerce Bank, whether you need $20 thousand
or $20 million, we provide commercial term loans, lines
of credit, and specialty loans like SBA loans. But, it’s
our team of seasoned lenders that differentiates us from
the rest. They focus on getting the deal done, so your
business can move forward.
Ask what we can do for you. Call John McKenna at
508.797.6929 today.

49. Tulio G. Gasperini
Marketing Communications
Print Advertising - Ethnic Holidays

50. Tulio G. Gasperini
Marketing Communications
B2B Newsletter
(Real Estate
Professionals)

51. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
TULIO G. GASPERINI
Portfolio Excerpts
• Branding
• Communications
• Events
• Marketing
• Web Media

52. Tulio G. Gasperini
Web Media
Intranet Site

53. Tulio G. Gasperini
Web Media
B2B Microsite: Mortgage (Real Estate Professionals)
Before

54. Tulio G. Gasperini
Web Media
B2B Microsite: Mortgage (Real Estate Professionals)
After

55. Tulio G. Gasperini
Web Media
B2B Microsite: Mortgage (Real Estate Professionals)
After

56. Tulio G. Gasperini
Web Media
B2B Microsite: Mortgage (Real Estate Professionals)
After

57. Tulio G. Gasperini
Web Media
Consumer Website

58. Tulio G. Gasperini • 16 Colonial Drive, Lincoln, Rhode Island 02865
TULIO G. GASPERINI
Portfolio Excerpts
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