Getin Holding—a leading Polish financial group—has launched its international brands Idea Bank and Idea Leasing in Romania, following the acquisition of a bank and a leasing company. With an outstanding track record in branding for the financial services industry, Brandient was commissioned to contribute to the brands’ launch on the local market, and to secure local differentiation and relevance.
The local top management teams were responsive in embracing the differentiation opportunity brought by the inspiring name—Idea—which was transformed into the core branding concept, rooting the brand and design strategy, building on a promise of simple, fresh, flexible products and services. The decision to integrate the name allowed for smart, minimalist and daring brand manifestations, and as such, the design approach fully led the brand development, acting as an instrument of strategy.
Firstly, the original Polish logo has undergone a subtle facelift, with the purpose of sustaining a cohesive brand architecture and enhancing the role of the “Four Dots” symbol. The visual identity also takes the role of inflating the brand’s street presence (otherwise sparse compared to competition), by extending fresh and unconventional communication to every conceivable ‘own’ media: cars, locations, and even stationery. This highly consistent breadth of the identity facilitates the double strategic aim of differentiation and internal brand engagement.
Last but not least, Brandient highly appreciates the Polish group’s decision to accept the endorsement of their nation’s entrepreneurial and professional spirit on the very fascia of the retail locations—through the launch taglines “Fresh banking from Poland”/ “Smart leasing from Poland”. Such an obliging promise grants the brand an additional level of guarantee