Dascal has worked closely with the Ponce de Leon Federal Bank in New York City to revitalize and refresh its corporate image from ‘the bank for the Latin American community’ to target a more youthful, culturally diverse and tech-savvy clientele. A key challenge was to differentiate the Bank from other financial institutions by reinforcing and promoting its commitment to personalized “face-to-face” customer service, placing value in the relationship and in a newly expanded suite of on-line products and services. Dascal’s integrated approach – including branding, signage, website, customer literature and brochures – has taken the image of the Ponce de Leon Bank to new heights, by helping them to incorporate a range of newly realized traditional branch-level and interactive on-line tools. In keeping with the Ponce de Leon Federal Bank’s unique identity as the bank that offers personalized services for a multicultural clientele, it is now positioned as “It’s my bank,” the bank that not only understands and collaborates with but is trusted by its customers and investors alike.