Back to all work

Poalim Bank

Poalim with you in every decision

Industry
- financial
Services
- Rebranding | Design | Advertising

Challenge

The world is constantly changing, requiring your brand to adapt. Consumers now expect all brands to offer a compelling value proposition. We set out to redefine the bank’s role in its customers’ lives, and to create a clear narrative that is expressed across all touchpoints with its customers.
Solution

Following extensive research, we identified a trend of financial giants shifting toward customer-centric branding, reviewing how their business supports customers’ lives at critical milestones. As Israel’s leading bank, it was clear to us that Hapoalim Bank should take the lead in changing the perception in Israel as well.
Result

+8%

To produce compelling value proposition that is aligned with the slogan, the bank needed to make a bold systemic change in its business and marketing conduct. The outcome was an increase of 8% in the perceived positive values of the bank two years after the new brand had launched.

Play
From the slogan “being #1 is obligating” to “with you every step of the way”

In the strategy workshop we created specifically for the bank in collaboration with Tziporela we got to the core role of the bank in its customers’ lives: financial empowerment. We developed a narrative revolving around the world of decision-making at different life stages, where the bank serves as a financial consultant, assisting customers in making the right decision toward personal growth, through a deep understanding of customers’ needs. The insight was expressed through a simple and precise slogan: “with you every step of the way”.

From the slogan “being #1 is obligating” to “with you every step of the way”

In the strategy workshop we created specifically for the bank in collaboration with Tziporela we got to the core role of the bank in its customers’ lives: financial empowerment. We developed a narrative revolving around the world of decision-making at different life stages, where the bank serves as a financial consultant, assisting customers in making the right decision toward personal growth, through a deep understanding of customers’ needs. The insight was expressed through a simple and precise slogan: “with you every step of the way”.
Play

Updated Positioning of the Bank

We reviewed dozens of financial brands’ case studies from around the world and identified an interesting shift on the positioning spectrum: from “what I do” to “what can I do for you, the consumer”. From a brand-focused communication to a customer-concentric communication supporting customers’ dreams, needs, dilemmas, and in the way in which the bank fits into customers’ lives during important milestones.

Play

New Language, New Font

We decided to move away from varying font types to one consistent font that is utilized throughout all types of written communication. We developed a unique, exclusive font for the bank in 3 different languages. This is actually the only brand in Israel which has exclusive font in 3 different languages throughout all forms of communication. The historic blue color was replaced by gray to convey professionalism, and a rounded font shape was used to highlight the value of accessibility.

New Language, New Font

Expression of the different roles in one logo

We decided to express the role of the bank through the rhombus – the old symbol identified with the bank logo. From the insight into the customer’s relationship with the bank, which changes shape over the years and periods in its life, we have practiced each type of interaction with its own unique rhombus, which changes according to the bank’s current role in the customer’s life. In addition, we moved from the familiar asymmetrical rhombus from the previous logo, to a symmetrical logo that expresses an eye-level dialogue approach between the bank and the customer.

Expression of the different roles in one logo

We decided to express the role of the bank through the rhombus – the old symbol identified with the bank logo. From the insight into the customer’s relationship with the bank, which changes shape over the years and periods in its life, we have practiced each type of interaction with its own unique rhombus, which changes according to the bank’s current role in the customer’s life. In addition, we moved from the familiar asymmetrical rhombus from the previous logo, to a symmetrical logo that expresses an eye-level dialogue approach between the bank and the customer.

Play

Authentic and Compassionate Visual Language

As part of the new strategy, we decided to put an end to using Shutterstock images that lack authenticity and reduce the trust in the brand. To turn the visual language into a useful brand-identity tool, we developed a system of images of different people of different ages and in different locations. The images are relevant to each segment, and will be updated periodically, to create a unique image library which reflects and supports the bank’s values.

Authentic and Compassionate Visual Language

“

The profound understanding of the customers’ needs and cracking the code of the exact positioning for the bank led to a ground-breaking process and product

Asaf Azulay

Premium

Play

In the press

Medium | November 15, 2018

Define Bank Hapaolim’s clear and distinct brand role

Bank Hapaolim, established in 1921, and Israel’s leading financial institution decided to embark on a rebrand after not doing so for 18 years.

For more fascinating growth stories

- Bezeq
  
  To B digital or not to B
- ICL
  
  Impact for a sustainable  future

We would love to help you grow, too

If you have a project in need of branding.
If your brand requires a new strategy.
If it’s time to refresh the brand language or design concept.
If you want to work for us and with us to grow brands together.

Just call us or shoot us an email. Prefer we call you? Fill out your details here and send them off to us.