Addiko Bank today announced the new brand under which the former Hypo Group Alpe Adria AG and its banking network in Southeast Europe will start operating.
The new brand was created in partnership with the London office of Prophet, the strategic brand and marketing consultancy. Prophet took the lead in working with the bank to identify its customers’ preference for simple, practical processes and services. This insight led to Addiko’s strategic positioning as a bank that offers a transparent service, focused on ‘straightforward banking’.
The platform is being brought to life through a focus on essentials, efficiency and simplicity. These three principles represent Addiko’s straightforward banking ethos which is being delivered through customer experience centred on a more focused product and service offering, more efficient procedures and processes, and simpler communication to offer a more client-centric approach.
Ulrich Kissing, CEO of Addiko Bank AG said: "Straightforward banking is what the new Addiko brand will stand for. It is what we will offer to our clients, and what will set us apart from the competition. We want to be the bank that promises and delivers with speed and efficiency. This is how we will become the bank of choice for our clients across the markets that we serve.”
Addiko, under new ownership and management, also tasked Prophet with creating a new visual identity to support the “straightforward banking” approach. The consultancy created a clear and modern design to reflect Addiko Bank’s simple, user-friendly proposition and to differentiate it from its competitors. The rebranding and repositioning seeks to address customers’ demands for less complexity and easy, productive processes and the bank’s commitment to transparent communications to all stakeholders.
The visual identity will be rolled out globally across all channels – in-store, online, on packaging and through mobile devices.
Joseph Gelman, Partner at Prophet London, added: “It was important to establish and articulate a clear vision and brand for Addiko Bank, grounded in the needs of customers. The new Addiko brand is a result of a multi-stage brand building process and was derived from extensive research among clients and employees. We chose the name as a blank canvas to fill with its own meaning and be a symbol for a new, simplified proposition and established a concise, clear look and feel for Addiko Bank that focuses on the essentials in order to make life easier for both customers and employees. In a rapidly changing sector it was important that the new identity reflect a modern, transparent service.”