lunedì 28 maggio 2012

Forte Bank – supporting your success, the last challenging project signed by Crea International - crea news - CREA International - italian retail design

A new banking brand with the mission to be a step ahead on retail banking kazakh market, through a premium positioning

“Forte Bank” (Almaty – Kazakhistan) the new rebranded METROCOMBANK has just announced the launching of a new banking brand

A bank looking at the future and innovation but still keeping the own cultural and traditional roots. “ In mid 2010, we decided to rebrand the bank. There were a number of key reasons: the perception of METROCOMBANK as a retail bank offering express loans and its association with a Russian bank. The Bank has rapidly repositioned itself as the institution offering the highest quality banking services to the SME and corporate clients. We are now ready to demonstrate that the bank has changed not only the logo and name, but also the philosophy of customer service,''- said Guram Andronikashvili, CEO of “ForteBank” JSC.

A project where Crea International was involved in a multiprofile design,

ranging from new brand identity with the creation of a new logo to a new branch design concept and on product and fashion, to give the company a new repositioning on the market.“We create for Fortebank a unique identity that is a mix of international contemporary and Kazakhstan rooted mood, both in branding and in physical design for branches. Every single detail has been designed following this philosophy, from logo to visuals, from branches to people dress code. The results is a new bank image that is setting a new standard in banking sector in Kazakhstan. As for the new branches, we focus our design in creating a totally brand new customer experience, unseen so far in the country. The Fortebank branches have a customer service designed on some clear statements: simplicity in managing transaction, effectiveness in supporting customer's consultancy and learning needs, high quality in space experience. Fortebank will contribute to open a new way of doing banking in Kazakhstan and to communicate worldwide the New Kazakhstan business standards." Words that Massimo Fabbro, Ceo of the Physical Brand Design company proudly expressed, having been able of working and successfully complete such an articulated project. 

The Bank will continue to serve businesses in Kazakhstan, offering unique products and first class service.

The new brand is designed to strengthen the association with the chosen strategy and to enhance the reputation of the bank as a financial institution built exclusively for Kazakh businesses. The unique and personalized service model is designed putting customers as central fulcrum of all processes using newest banking technologies and completely different from the banking processes used by the traditional banks in Kazakhstan. Forte Bank first aim is to pay attention at its customers and keep beside them step by step along their business growth to establish a strong and longterm relationship well reputed and unmistakable, teaching them the techniques and procedures to improve their business strategies.

The chosen name ForteBank (in different languages "Superior" "Fast", "built for the ages") reflects the concept of the new brand to communicate a cool, iconic and premium institution,

going through cross border dimension, focused on cultural Kazakhstan reinterpretation. The new bank's logo was created by a Kazakh ornament coming from bording country, a reinterpretation of traditional yurta ornamental motifs, acknowledging country’s origin. Logo is the first element of brand graphic dna: it expresses bank values and imagery in just one simple sign using a huge pattern tone on tone helping to make the brand be immediately recognizable and premium looking reassuring for the huge use of logotype. The font of logo is customized to give a tone of unicity to the bank. Colours are unique for Kazakh banking market, result of a study, managed by Crea International working team, on kazakhstan banking colour scenario, to find out new gradations never used by competitors which could express the national iconic colours, deeply rooted in local traditions: burgundy and sky blue color. An accurate choice to create a premium brand perception deriving from from the chromatich constrast of dark and light colours.

In the very near future, the bank will present its new Forte Bank branch in Almaty, fully projected by the retail design company.

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