Bank of America today appointed Arnell Group to lead the innovation, development and implementation of an holistic identity architecture across the corporation. Arnell, part of the Omnicom Group of Companies (NYSE: OMC) will work to create a uniform identity architecture and theme that will translate the Bank of America culture into a compelling and distinctive experience for associates and customers.

“Bank of America is on a mission to become recognized as one of the world’s most admired companies and we must leverage all of our assets to advance our corporate identity,” said Bank of America Corporate Marketing and Communications Executive Cathy Bessant. “Arnell Group will help us to do this by shaping a differentiated and meaningful identity and experience that will be compelling to our 143,000 associates and millions of customers worldwide.”

“No category is more ripe for this level of innovation than financial services, and because of our rich heritage and unmatched capabilities, no organization within the category is better positioned to do this than Bank of America,” noted Bessant. “More than ever, people need a reason to believe in their bank; culture and values are extremely important, and in this regard Bank of America has tremendous untapped assets,” said Peter Arnell, Chairman and Chief Creative Officer at Arnell Group. “For nearly two centuries they’ve played a key role in fulfilling the American dream, from financing the construction of the “Spirit of St. Louis” and the Golden Gate Bridge to giving Walt Disney his start in animated films and making unprecedented commitments in community development, such as developing more than 100,000 units of affordable housing.”

Dan Roselli, the Bank’s Brand and Advertising Executive, said an important part of Arnell’s role will be in aligning and integrating all communications: “To fulfill the formidable potential of the Bank of America identity, we must activate every asset, from what we offer and how we offer it, to how we communicate it.”

Founded in New York in 1980, Arnell Group has helped to conceive and market new brands such as DKNY, and to transform established brands such as Samsung. Clients include Con Edison, DaimlerChrysler (Chrysler, Dodge and Jeep), Jose Cuervo International, Masterfoods (M&Ms, Uncle Ben’s, Pedigree), Pepsico (Aquafina, Mug Rootbecr, Pepsi), Reebok, Rockport and Wrigley. Arnell was acquired by Omnicom in June 2001.