Creditbank approached allen international for help with a rebrand as its current brand was perceived as cold, impersonal and largely unknown in Lebanon to the extent that many confused it with another bank. We found what made Creditbank quite special was its consistent growth towards becoming one of Lebanon’s top ten banks, an organic result of good customer service. Their mission was not to be the biggest but to grow through great service and become the best.
We defined a brand strategy to support the offer of authentic personal service and making the unique ‘boutique banking experience’ scaleable. This formed the basis of the brand idea that the bank is built around its customers, growing and evolving with them, and is reflected in Creditbank’s internal culture.
The new identity needed to stand out, to be bold and confident. Taking inspiration from the old identity with the letters ‘cb’ the new mark is fresh, natural and dynamic. It is flexible and has life and movement, a brand that never stays still, continually interacting, building relationships and always improving.
allen international formed a long-term relationship with Creditbank, providing continued direction on the brand launch, branch design, brand film, a brand proposition, gift packs and digital communications.
Create a brand with personality and market stand-out.
Ensure the trusted personal service is scalable.
Create a brand and branch experience that reflects the offer.
Made a disruptive change to get market attention.
Brand activation programme.
Brand film creation.
Hugely innovative visually and operationally.
Distinct and recognisable.
Positive reception nationwide.
Strong internal culture.