Rebranding involves repositioning, revitalizing, and redesign of existing brand assets to meet business goals. Rebranding can help companies keep up with the changing marketplace and stay relevant to consumers, often communicating a new message. Beneficial Bank rebranded their branches as "campuses" in order to bring their goal of educating consumers to the forefront. Campuses were repositioned as community and learning hubs by including welcome stations, educational workshops for adults and children, spaces for community events, and knowledge bars.

After deciding to relocate their headquarters to 1818 Market Street in Center City, Philadelphia, D2 accepted the challenge of designing a new office space that incorporates Beneficial’s commitment to community and education while marrying the aesthetic of their forward-thinking campuses with their history in Philadelphia as the oldest and largest bank. Because Beneficial was coming from a traditional office space with high-paneled workstations, dark woods, and a neutral color scheme, the new space was also designed to increase opportunities for communication, collaboration, and education. The bank’s history and roots are incorporated in the boardroom by displaying portraits of the bank’s founders in their original frames, conference rooms are named after Philadelphia districts, and memorabilia and antiques are displayed in the library. Collocation, incorporation of glass-front offices and conferencing, lower workstation panel heights, and bump points to support impromptu, casual meetings solved previous communication issues and increased collaboration. The lunchroom, also doubling as a collaborative space, functions similarly to a student center, featuring game areas, an employee lending library, and diverse seating options to accommodate multi-functional meeting and break space for employees.