Beyond financial growth
revenues in 2014
In 2006, Föreningssparbanken had just bought the flagship of banks in the Baltics, Hansabank. A new chapter in the bank’s history was in the making. There was a clear opportunity for designing a strong international brand. We were given the assignment to help them design a brand equally viable in Sweden as in the Baltic. Obviously, we saw the opportunity in beginning with the least international asset – the name. It turned out to be the beginning of a partnership lasting for soon to be a decade.
Beyond an international name, we had the ambition to design a brand that offers something more, something beyond financial growth in a marketplace defined by figures and finance. A brand that promotes a sound and sustainable financial situation for many households and businesses. A brand that enables people, businesses and societies to grow. We had the ambition to simplify and clarify an overly complex portfolio.
We partnered to design a new name, Swedbank. We continued by designing a brand architecture focusing on a clear structure supporting one master brand. The brand was defined at its core with differentiating variables next to its traditional competition. The core was then manifested with a new visual identity communicating the strengths of the brand.
Today, Swedbank is the leading bank in Sweden, Estonia, Latvia and Lithuania. In three months, the new brand was more well-known than the previous brand had ever been. In addition, the new brand shows higher levels of positive associations.