CLIENT
The resulting brand of the biggest bank merger ever in Europe: seven savings banks becoming one. Bankia is a universal banking business, based on a multibrand and multichannel management, focused on meeting the needs of its 12 million customers across all segments. They operate mainly in Spain but also have an international presence.
BRIEF
Create a completely new and fresh brand while linking the identities of all the seven merging banks. To add to the difficulty of an already complex project, special consideration was needed for an industry—going through tremendous turmoil, discredit, and devastation—in need of an urgent renovation. Bankia created a new banking model based on transparency and trust: a bank which reconciled the purely financial and global with the daily and social part. Bankia is an entirely new way to look at banking in Spain.
APPROACH
We had to come up with a simple, straightforward formula that simplified the choices in consumers’ minds, with the additional challenge of the devalued concept of “trust.” Through the brand proposition of “Building/Facing the future together,” we created an expressive brand world where images, colors, and other graphic elements delivered a compelling, persuasive, and positive brand communication tone. Thanks to its unique positioning and brand proposition, Bankia is earning consumers’ trust and acceptance as one of Spain’s most important financial groups.
