Ibercaja He has begun a new brand stage, as part of his strategic plan “Now Iberceja.” Throughout the last weeks he has undertaken a process of rebranding and Repositioning oriented to reinforce its corporate purpose and differential value for consumers and the market.
The renewal has been carried out by the consultant’s hand Brandfor And its mission is to accompany and highlight the social vocation, close to people and customer service of the bank. In this sense, it has opted for the update of both the strategy and the visual and verbal identity of the brand.
The new design, as they pointed out from Ibercaja at the time of their presentation, has been inspired by four fundamental values that the company considers defining. It’s about The closeness, authenticity, vocation and impulse; A combination that the firm ensures as a result an empathic, human, compromised and dynamic brand personality.
These ideas have moved to the new visual identity betting on balance and harmony in eL Logo. This, with a corporate typography developed exclusively for the company, leaves behind the capital letter C and raises a more stable design that aspires to transmit confidence and projection to the future.
The renewal, already iimplemented, includes the revitalization of the colored palette, based on the traditional coexistence between blue and red. Thus, there is a new blue tone, called “Ibercaja River”, which associates trust, security and stability, and another red, called “Ibercaja Tierra”, which evokes energy, closeness and vitality. White is maintained as a transverse color.
The Graphic systemfocusing on a photographic style that seeks to capture everyday life in a close, authentic and real way; as well as in an illustrative style that is articulated around the symbol of Ibercaja and that represents a universal and friendly language.
“This rebranding reinforces the strategic plan of Ibercaja by strengthening its differential model and its commitment as an entity that is close to people, accompanying them throughout their lives and helping them to make the best financial decisions through a professional, integral and expert banking that seeks to generate positive and sustainable impact”, Commented Enrique Barbero, director of Communication, Brand and Institutional Relations of Ibercaja.
“Promote the purpose of Ibercaja and put in value the social vocation and customer service of the entity has been what has inspired us to strengthen and evolve the strategic and creative Ibercaja brand“Patricia Arias, Founding Partner of Brandfor.” said Patricia Arias. “This new active brand platform and represents that essence that makes Ibercaja Unique and that comes alive in moments and key stages for people”
In this sense, the new brand stage relies on the corporate purpose of “helping people build the history of their life, because it will be our history.” Ibercaja is reinforced as a brand that accompanies people throughout their lives, helping them make better decisions, while generating positive impact.
“You move us”
This has moved to the campaign “You move us”, Designed by the Creative Agency Russian Russian and with production of Jupiter Films. Composed of four spots, the campaign shows its own model of making bank, one based on expert accompaniment, the proximity to customers and the generation of collective value. The message “above money, there is something that always moves us more: people”, communicates Ibercaja’s vision that financial well -being influences all stages of people’s lives and accompanies them in decision making at their key moments.
