Defining the brand essence for a leading French bank
La Caisse d’Epargne, a leading French bank founded in 1818 and composed of 17 Caisses Régionales, wanted to define & challenge its leading concept, and build a strong brand platform for the future. La Caisse d’Epargne was also questioning its long lasting visual identity, looking to modernize it. The last logo change happened over 25 years ago.
Caisse d’Epargne needed to differentiate itself in an extremely competitive banking market. A critical task was to understand the core values of la Caisse d’Epargne and their differentiating elements in order to define a new brand essence that would both fit with the history of the brand and its future. One of the challenges was then to instil a sense of a positive, shared culture among all employees to turn the new brand essence into reality.
In order to create the new brand essence, we developed a thorough understanding of the brand and its development strategy by conducting a series of interviews with key stakeholders and analysing the bank market. We pinpointed the messages that the brand should stand for and proposed a plan in order to modernize the visual identity of la Caisse d’Epargne. Subsequently, we created for 5 consecutive years a limited edition of a bank card for the International Women’s Day, partnering successfully with several high-profile brands including Kenzo and Repetto, in favour of the Pink Ruban association.
We defined la Caisse d’Epargne new brand leading concept: “Réinvente Votre Banque avec Audace Depuis 1818” (Reinvent Your Bank with Boldness Since 1818) and brought it to life with an aspirational brand book and a brand movie; modernising the image of the bank and increasing pride and sense of belonging of the employees.
Over the past 3 years (2015 – 2016 – 2017), we helped raising over 150,000€ for the Pink Ruban association.
Implications & gaps
Brand book & guidelines
Client journey & touchpoints
Client experience measurement
Learnings & insights