BayernLB
2008 ReBrand 100 Winners > distinctionIndustry: Financial Services - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - BayernLB ranks among the top ten financial institutions in the German banking sector, which has experienced high levels of competitive pressure and market saturation since the elimination of state liability guarantees in 2005. Challenge - In 2005 BayernLB decided to rebrand as a customer- and service-oriented bank with a clearly defined service portfolio in the over-saturated financial services market. The challenge was to present BayernLB as a tradition-steeped banking house with a modern business model offering customized solutions “made in Bavaria.” Strategy - The dualism of tradition and modernity formed the new essence of the brand and was used as a guiding principle for developing its visual identity. This dualism is reflected in the logo and name. The strategic realignment needed to be communicated to stakeholders, analysts and, above all, to employees. It was crucial for the bank to win over staff for its new mission and goals. MetaDesign supported the bank throughout the process, defining brand architecture and implementing the new brand identity. Result - The BayernLB relaunch successfully translated the new strategy into a consistent, clear visual identity, strengthening the bank’s market position and improving analysts’ ratings. In an employee survey, 97.7 percent of staff said that the new visual identity had strengthened their feeling of affiliation with the bank and boosted their motivation. Credits: Client: BayernLB - www.bayernlb.de Brand Strategist/Designer: MetaDesign AG - www.metadesign.de Brand Consulting Director: Oliver Figge Account Director: Ulli Mayrock Design Director: Uli Mayer-Johanssen Creative Director: Thomas Klein [back] |
