For more than 30 years, PNC has calculated the Christmas Price Index, prices of the twelve gifts from the classic carol "The Twelve Day of Christmas."
For this year, Deutsch decided to create a Gingerbread Branch to celebrate this annual tradition. A life–size gingerbread bank branch was constructed, complete with 12 columns, ATM, candy vault, and teller windows. I had the great opportunity to design the overall branch architecture and details as well as the visuals that accompany the infographics and website.
The Branch was in development for around six months, including the design process, material prototyping and planning. The majority of baking and construction, however, took less than a month. Built through a collaboration of architects, fabrication designers and bakers, the gingerbread bakery stands 12 ft. tall and 20 x 17ft. wide. It was an immense group effort that took about 5,000 pounds (2.5 tons) of real gingerbread.
Client: PNC Financial Services Group
Chief Creative Officer: Kerry Keenan
Group Creative Director: Jeremy Bernstein
Senior Art Director: Alex Avis
Senior Copywriter: Justin Lee
Interactive Design Director: Aliza Adam
Design Director: Juan Carlos Pagan
Designer, Illustrator: Lynne Yun
Fabrication: Design Compendium
Photographer: Jeremiah Wilson