Rebranding
Case Study
Banco Carregosa is a benchmark in Wealth Management in Portugal, having been a pioneer of a new generation of financial institutions that we now know as Private Banking.
To mark its repositioning process, Banco Carregosa challenged Shift to take charge of both the Rebranding and the Institutional Campaign.
A story that begins in 1833.
Banco Carregosa is a Portuguese bank, specialized in private banking, dedicated to the management and enhancement of clients' assets. Its solidity, credibility and independence are widely recognized and easily justified by its more than 180 years of history. The bank values, that are accompanied by the capacity for innovation, transparent attitude and culture of sustainability, and that have always characterized this institution, need to be reflected in the new brand.
As an independent private bank, Banco Carregosa has the advantage of being able to plan for the long term and also manage and care for its clients' assets. To this end and since the nineteenth century, its shareholders have passed on to all generations, the knowledge, experience and values of Casa Carregosa. This has ensured that each family or client has the personalized response they deserve.
A Value Rebranding for Private Banking
A Value Rebranding for Private Banking Following a repositioning process, Banco Carregosa decided to revisit its brand with the aim of positioning it with greater simplicity, proximity and relevance to its target. The rebranding also included the redefinition of the Brand Architecture. All this work was developed by Shift.
Affirming Banco Carregosa's purpose on the market was a necessary thing. This had to be done by reflecting its values and experience, but also matching its identity to the demands of the new communication process. This had to be done so that it would result in a greater impact and better performance of the brand in the different media.
Along with the image the message was also updated This was done by reinforcing the value proposition and wealth management solutions,on the one hand, and the sense of commitment and individualized response to the client, on the other. The result had a special expression in the Institutional Campaign that Shift prepared.
Reconciling History and Innovation
Brand Architecture and Corporate Identity
After having defined a system of Monolithic Brand Architecture (which includes the Banco Carregosa and Banco Carregosa – Private Bankers brands), we moved on to the creation of the new corporate identity.
The goal was to create an identity perfectly suited to the digital channels that dominate communication processes today. But one that kept the same codes and visual references. This is because the maintenance of the brand's visual heritage made it possible to reinforce the intrinsic and distinctive values of Banco Carregosa. This was done so that the customers who place their trust in it, recognize it in the new brand, also feeling challenged to accompany it in the future.
The approach involved the simplification of the graphic elements and the design of a new typography, as well as the creation of a new chromatic palette and a new photographic style. This resulted in a greater impact and better performance of the brand in the different media.
“Every client has their own story. But the ending is always the one expected.”
This was the headline created to convey the solidity and credibility of Banco Carregosa, as well as the sense of commitment to its customers.
"If you would like to know more, please contact us. We are an open book". This is, at the same time, an invitation and a message of transparency from a Bank that benefits from its irreproachable reputation in the market.
The key visual cleaning follows the trend of some of the biggest references in the financial sector worldwide. It portrays, through the titles of the books, the different profiles of customers in a clear metaphor for their relationship with the Bank.
The result is an Institutional Campaign that having been present in various offline and digital media, not only reflects the brand's value proposition, but also pays tribute to the customers who have been with it for a long time.
Summary
"Shift knew how to interpret the communication and business needs and reflect them in the identity and campaign presented. Respecting and honoring Banco Carregosa's secular heritage and corporate values, they have reshaped the brand with greater simplicity, proximity and relevance, projecting it towards an increasingly sustainable and digital future."
Tiago Fleming
Diretor de Marketing e Comunicação - Banco Carregosa
