Re-branding of the leading bank in the Arab sector in Israel
We faced the challenge of building a unique and independent brand identity for a sectorial institution, without branding it as an Arab bank. We aimed for a younger clientele without ostracizing the veteran client base, updating the entire look and feel and solidifying the professionalism while leveraging the bank's inherent qualities and human values.
Instead of a revolution – an evolution. Building on current strengths, we injected energy and a new look. They name changed from Hebrew to English and became initials. The color coordinated with the "mother" bank – Bank Leumi. Creating a semblance while retaining differentiation.