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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

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.

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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

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.


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

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