Isabel Group
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ISABEL, a pioneer in online multi-banking services, used its anniversary to reposition itself as ISABEL GROUP. The new claim reads 'Transactions you can bank on.' We worked on the brand positioning, the look and feel, a communication platform and renewed marketing and sales materials.
The story behind the work
What was the challenge?
ISABEL is a pioneer in online multi-banking services. In the past 20 years the company went through big changes. It wanted to diversify its product offering and to commercialise even further. The anniversary of ISABEL gave us a moment to look at how the brand presents itself. The question was how to reposition the company so that the brand fits the company it had become.
What choices did we make?
We used the anniversary of ISABEL as the moment to reposition the company as ISABEL GROUP. The new name goes with a new claim: 'Transactions you can bank on.' We started with the strategic brand positioning. The new look and feel followed from that positioning. On top of that we built a communication platform, so the marketing and sales materials could be renewed on a shared basis.
What did we create?
We developed the strategic brand positioning for ISABEL GROUP and the claim 'Transactions you can bank on.' We designed a new look and feel for the brand. We created a communication platform to carry the story. We also renewed the marketing and sales materials, so the company presents itself in the same way everywhere.