mizrahi ideas: for a change

PNC Legacy Project

  • PNC acquires the Mercantile Bankshares, which owns banks in Maryland, Virginia and Delaware
  • PNC is new to the Greater Maryland area and has little awareness in region
  • Mercantile and affiliates were well respected banks with solid community reputations
  • Community, customers and employees expressed concern about loss of Mercantile to the region
  • PNC needed a unique way to demonstrate its genuine commitment to and respect for its newest community


  • Provide a transition from Mercantile to PNC that supports conversion process
  • Document, preserve and honor local bank history
  • Recognize employee contributions and traditions is serving customers and supporting communities
  • Convey role and importance of community banks in local economic development
  • Create a platform to demonstrate PNC's values to employees, customers and community


  • Engage credentialed professionals (archivist, historians, exhibit designers) supported by a cross functional project team
  • Create a branded, comprehensive initiative supported by a fully-integrated marketing communications effort


  • Project goes from conception to completion in five months
  • Hundreds of artifacts and rare papers collected, documented, and assessed
  • Over forty oral histories of employees, customers, and community leaders recorded, transcribed and presented
  • Eight museum-quality displays designed, fabricated and installed at select bank branches
  • VIP grand openings and employees receptions held at multiple bank locations
  • Media outreach efforts result in numerous print articles and broadcast stories
  • Marketing communications efforts successfully reach internal and external audiences
  • Enthusiastic support and approval of PNC senior management

Mizrahi supported the brand and marketing communications efforts with the following:

  • Brand Identity – Designed visual identity for project within constraints of PNC's corporate brand identity system
  • Logo Library – Created logo library to provide production files in a variety of formats for use in print and electronic media
  • Website – Developed a dynamic, content rich website featuring project overview, artifacts, videotaped oral histories and detailed information about predecessor banks
  • Brochure & Inserts – Created overview brochure to build awareness and promote the project. Inserts in brochure pocket present individual predecessor bank histories
  • Event Invitations – Designed series of eight invitations to VIP grand openings of historical displays
  • Advertising – Created print advertising to promote awareness of historical displays and public receptions
  • Desk Calendar – Designed commemorative desk calendar featuring historical artifacts. Items were distributed to bank officers, employees, and VIPs
  • Giveaway Bags – Created a memorable keepsake for the Grand Opening attendees, featuring actual bank bags, funny money, custom drink coasters, and desk calendars