European banking group Hypo Group Alpe Adria AG has rebranded as Addiko after coming under new ownership, and has been given a complete makeover including a new ‘straightforward banking’ positioning.
The company worked with London-based brand and marketing consultancy Prophet, which kicked off the project by identifying the bank’s customers need for practical processes and services, and this insight led to the new positioning.
The customer experience is now centred on a more focused product and service offering, more efficient procedures and processes, and simpler communication. Prophet also created a new visual identity with a clean and modern design to differentiate from its competitors. The visual identity will be rolled out globally across all channels – in-store, online, on packaging and through mobile devices.
Joseph Gelman, partner at Prophet London, explained the meaning behind the new brand name: “The new Addiko brand is a result of a multi-stage brand building process and was derived from extensive research among clients and employees. We chose the name as a blank canvas to fill with its own meaning and be a symbol for a new, simplified proposition and established a concise, clear look and feel for Addiko Bank that focuses on the essentials in order to make life easier for both customers and employees. In a rapidly changing sector it was important that the new identity reflect a modern, transparent service.”
The visual identity will be rolled out globally across all channels – in-store, online, on packaging and through mobile devices.
The financial group is headquartered in Vienna, Austria, operating through six banks with its core business in Croatia, Slovenia, Bosnia and Herzegovina, Serbia and Montenegro.