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www.lighthouse.fr
Caisse d’Epargne needed to differentiate itself in an extremely
competitive banking market. A critical task was to understand the
core values of Caisse d’Epargne and their differentiating elements
in order to define a new brand essence that would both fit the history of the brand and its future. One of the challenges was then to
instill a sense of a positive, shared culture among all employees to
turn the new brand essence into reality.
Actions
In order to create the new brand essence, we developed a thorough understanding of the brand and its development strategy by
conducting a series of interview with key stakeholders and analyzing the bank market. We pinpointed the messages that the new
brand essence should stand for and proposed a plan in order to modernize the visual identity of la Caisse d’Epargne.
Results
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Caisse d’Epargne, a leading French bank founded in 1818 and composed of 17 Caisses Régionales, wanted to define & challenge its
current leading concept, and build a strong brand platform for the
future. Caisse d’Epargne was also questioning its long lasting visual identity in order to modernize it. The last logo change dated
over 25 years.
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Defining the brand essence
for a leading French bank
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Caisse d’Epargne
4. System
Strategy
Value Disciplines Model
Environmental Assessment
Consumer Profiling & Segmentation
Branding
Brand Strategy
Brand Identity
Brand Platform
Brand Experience
Communication
Global Communication Strategy & Platform
Holistic Approach
(including social media)
Business Development
Sponsorship
Co-Branding
Licensing
We defined Caisse d’Epargne new brand leading concept: “Réinvente Votre Banque avec Audace Depuis 1818” (Reinvent Your
Bank with Boldness Since 1818) and brought it to life with an aspirational brand book and a brand movie.
Contact
[email protected]
Lighthouse - 25 Rue du Bois de Boulogne - F-92200 Neuilly-sur-Seine - +33 1 46 37 70 85 / +33 6 82 82 28 83