A Bank based on Territory Values
Banca Popolare di Puglia e Basilicata is one of the main banks of central-southern Italy, with over 130 branches over the whole national territory. Their identity, designed quite a long time ago, started appearing obsolete compared to their competitors. Because of todays age, so intensely marked by banking mergings and transformations in finance organisations, BPPB needed a clear brand restyling. The goal was to show their ability of renovation and demonstrate to be ahead in the market, yet keeping recalling to the strong tradition that distinguish them from the other players within the finance business.
In Maggipinto Agency we faced a first phase of renewal mostly related to the communication side of Banca Popolare di Puglia e Basilicata. We developed a language that progressively moved from their previous style, which was too conservative and institutional, to a new age of easy talking, more and more customer oriented, eventually empathising with the public and customers.
Beside the communication, both consumer and institutional, the new identity was eventually defined. The task was to keep a strong link with their historical identity, introducing the evolution factor through a simplified design, clear and transparent. A new payoff was integrated too, as their positioning statement and company mission and intention.
Full-media advertising campaigns have been created to promote BPPB as a renewed bank, focused on the customers, their territory and their needs.
Banca Popolare di Puglia e Basilicata today speaks about its traditional values in a totally new way, across all the media, with a rebranded image and a custom created Design System.
Project developed for Maggipinto Agency
