ATM & ITM Surrounds

PROJECT OVERVIEW

Overview

ATM and ITM surrounds can be an overlooked opportunity in branch design. For financial institutions investing in physical locations, ATMs and ITMs are often the most used touchpoints, yet they are rarely treated with the same level of intent as the rest of the branch.

The Element Group approaches surrounds as an integral part of the branch. Instead of just placing a machine through a wall, we design dimensional, branded structures that give the ATM and ITM a clear presence that enhances a consumer’s experience.

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Strategic Value

  • Extends brand presence outside the four walls of the branch
  • Increases visibility from the street and surrounding environment
  • Creates a stronger sense of safety through lighting and placement
  • Encourages use from non-customers and members
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The Challenge

In many projects, ATM and ITMs are treated as functional requirements rather than strategic opportunities. A typical approach might involve placing a machine with minimal branding or visibility.

This creates several issues:

  • Low visibility from the street
  • Missed opportunity for brand reinforcement
  • Reduced usage, especially from non-customers and members
  • Lack of visual presence in competitive environments
  • Poor lighting and reduced sense of safety

Our design team challenges clients to rethink the ATM as more than a machine and instead treat it as a key part of the branch’s external identity.

Our Approach

Our team integrates ATM and ITM surrounds into the broader design system from the beginning of each project, allowing us to align the surround with the architecture and branch choreography.

Dimensional Brand Expression
ATM and ITM surrounds are designed as physical extensions of the branch. These can range from framed illuminated panels to fully customized forms that incorporate branded architectural elements.

Our design team looks for opportunities to incorporate the brand into the structure itself. This may include custom framing, integrated lighting, and materials that align with the overall branch design.

Illumination and Visibility
Lighting plays a major role in how ATM and ITMs are perceived. Illuminated surrounds increase visibility from a distance and create a stronger presence at night. More importantly, they improve the perceived safety, which directly affects usage.

A well-lit, branded ATM or ITM becomes the preferred choice when compared to darker, less visible alternatives.

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Architectural Integration
In more advanced applications, ATM surrounds evolve into small-scale architectural features. This can include canopies or freestanding structures that function as both branding and shelter.

These solutions act as “brand ambassadors” in the environment, extending the reach of the financial institution beyond the branch itself.

Built-In Opportunity for Marketing
ATM surrounds can also support changing messaging. Interchangeable panels or signage allow institutions to update content over time, turning a fixed element into something more dynamic.

Outcomes

ATM and ITM surrounds turn a simple transaction spot into a prominent location. Instead of blending into the building, the ATM or ITM becomes visible and tied to the brand. That change is subtle, but it affects how consumers choose where to stop, especially in environments where multiple options exist.

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