The BBVA experience has two dimensions. The first of these is the vision, which establishes the group's long-term path and is the essence of its corporate identity. The second is a creative idea that synthesises this vision for stakeholders and lends it a real and effective presence.

BBVA’s creative idea is a single word: adelante. 

The word refers to the brighter future that everyone desires and for which BBVA is working.

Starting with the personality of the brand, a new look & feel was put together. It consists of rules on colours, types of graphic images, fonts, etc, that are used in communications (whether internal or external) and a design for points of sale – the BBVA shops.

The latter is the key component for getting this message across to customers, ie, the design of the branches. BBVA has changed the design of its branches based on the new retail banking model and aligned it with the look & feel and with the values of the BBVA experience. 

The different components of communication, such as advertising or this web site, were developed from the vision, the look & feel and the creative idea.