Conceive a turn key accessory line concept from naming & brand identity to product able to revolutionate the mobility world

Celly spa, leader company in the telecommunication accessory engaged CREA International to create unique, handy and refined products dedicated to Iphone 5 and Ipad mini which would be able to reflect the cultural change related to the mobility world, according to different conusmer targets. 

The aim of the new naming & branding idenity is to make the whole product design line stand out from the usual crowded branded scenario through a fresh and cool branded tone of voice. 

The creation of the new brand has rotated around the main brand’s values of  dynamism, functionality and mobility mania.

Putting into play the mobility world by encompassing the sudden gestures deriving from the daily frenzied link with technology  

The main inspirational and strategic driver came from people's humanity. The one each single human being belongs to and has been coexisting with through a series of nerve impulses and muscle contraction of one self's daily routine. 

Independent twitches which relieve our minds from tension, such as the tic-tac of the sphere pen button which ised to annoy the teachers in classrooms in the 60's or snapping one's finger. 

Whereas nowadays, slip we in and out our smartphones time after time to check who is calling. From such action is given birth the naming concept: the mania at the basis of the repeated gesture which shed light on the functionality of design and the same time the enfolding look & feel of the brand. 

All within a twitch: a brand new innovative product design concept which sets new design and functional standards within mobility accessories driven by unique branding identity

The Slide-up model is characterised by the lateral "Easy Catch System®" which represents the most innovative model of the collection. The internal scratch proof padding cleans the smartphone screen while extracting it, whereas the ultra resistant ABS shell features the exclusive double-sided eco-friendly leather covering and the warm impressed logo with coloured shiny steel details. 

The Twitch mobility mania which is classified by four different versions according to the related consumer targets:

- blue & tech green for Business professioinals who are fond of glam

- beige & pasion red for the Lady version

- black & sour green dedicated to Youngsters

- brown & yellow for Casual who takes life easily

The Twitch brand is given birth by modern and curvilined shapes which are characterized by a light and soft "ad hoc" relaboration of the Bastoni font whcih reinforces the enfolding and protective function of accessory in support of technology. 

The graphic game done by the integration of letters w and i blinks at the most ironical side of project, of which the brand gets mouthpiece itself. 

The colour palette trace its origins of the digital world: hi-tech black and petrol green mould with the essential and neat shapes of design on which suddenly appears the digital-vintage detail of pixel which stands out inside the brand and becomes distinctive care element of product.

Restyle the flagship store in Prague according to Volksbank CZ re-brand design operation under the main brand of Sberbank in the Czech market

Back in February 2012, the share holders of Volksbank International AG and respresentative of the international banking group Sberbank finalized the sale negotiation. The new brand is therefore only a completion of the whole process which will concern 23 retail banking branches in the Czech market which will continue until the autumn of 2013.

CREA International was asked to conceive an innovative branch by redesign and restyle the flagship brand, combing modern visual design with innovative service design within convenient layout and high quality sales with specific focus on SME and Affluent customer segments.  

Multi channel integration and efficient product information gathering within a customer relationship centred service design concept 

A project where Crea International was involved in the overall service design concept restyling. The branch  should provide a range of multiple segmented services from everyday corporate banking, micro and other customers to transaction services to non-customers. 

CREA restyled  the model of service by making it shift from a transaction processing focused centre to a sales advisory and relationship building store.  

A place where relationship is built around support in a open landscape of warmth where technologies and physical relationships are integrated in a much simpler humanized way. 

A business network lounge: a community landscape to learn and build new networks. 

The spatial impression of the branch designed to attract visitors who are welcome to browse within multiple levels of navigation.

A first active learning service where customers are delighted by a positive customer experience driven by digital Ipad stations to get to know to the commercial offer by themselves or supported by a consultant.

The second level of navigation is represented by an initial consultancy area, such as a lounge aimed at maximizing brand loyalty & trust with existing clients and provide peer to peer relationship on different level of consultancy. A special consultancy area is also dedicated to VIP and corporate clientsn which is equipped with automatic dimming glasses to ensure privacy during the business dealings. Great importance was also shed to visibility of flagship according to which the brand visibility was enhanced by led stripes running all over the fully transparent windows in order to attract and engage customers. 

A new image to allow the company to regain market leadership, still maintaining its values of institutionalism, solidity and functionality, with a new and stronger brand identity, within the physical space. Through the “wave”, which is the form declined on logo and within Tim retail stores, a reassuring and warm environment has been created with enveloping and dynamic shapes where customers become the real protagonists of the stores. Technologies just hidden, preferring the centrality of people as individuals with their own identities and needs to which the brand is targeted to offer a new identity, oriented to provide sense of closeness, listening and reassurance.

But beyond this, it is a global project where Crea International has been involved in a 360 degree team work overseeing the creation of the concept and its interpretation in the various distribution formats, supervising all roll out steps: starting from the selection of the fitteen suppliers to prototyping, going to the layout supervision of single locations until the quality control of the various implementations, creating an appropriate strategy going to the selection and support of the six general contractors engaged in the project, coaching and training them to join the successful results that today Tim is really proud to show. Physical Brand Design applied in a structured work analyzing the values of the brand and the points of differentiation with competitors with the attention of consumers' behaviour to define the design guidelines and the service model to be implemented in the first step of the creative concept. In the prototyping phase Crea's team has worked on preliminary drawings on furniture, giving indications on lighting architectural solutions and selecting general contractors, coordinating and overseeing their work.In the roll out phase, Crea drew the manual project, offering examples of layout, description of facilities and indications on materials and accessories and organizing classroom trainings with architects of the nine architecture studios involved to coordinate and support the work, directing artistic production through inspections and periodic visits. In the last phase of development, design strategies to meet the specific needs of the various distribution channels, in particular locations for shopping malls and multibrand stores, have been defined to adapt the concept to different formats.

Different formats starting from Franchising which are today more than 600, about 45 proprietary stores, 120 stores inside Italian shopping malls and about 400 Multibrand stores. From September monobrand stores are in progress, 100 provided for this year, numbers that are evolving for 2013.

And financial data about these four years recently presented by the group, speak for themeselves:

500.000 clients

650.000 products sold

11.6 billion euro deposit

68% products sold through branches

The fact the most of products are sold through branches is a clear signal that the physical space contributes to attract customers. CheBanca! is really a bank where customers and bankers sit on the same side so that customer perceives, even physically, that the bank is on his side; the perimeter connection booths, the environmental branding specifically focused on strong visual elements , the interactive walls that transfer the product offer and the info about the cultural activities of the local community and the two relax areas - coffee bar and kids garden – contribute to create an environment where people feel at ease pushing them in buying products and helping to grow the business.Physical Brand Design for a new landscape, breaking wiith the traditional banking codes, to enhance brand positioning and business.

Crea International engaged to create a new brand identity giving a new visibility and recognition for a new positioning of the bank on the SME market

The aim of new brand strategy was to reposition the brand into the SME market starting from re-branding the bank, with a new naming replacing the old “Metrocom bank” and a new logo.

A new corporate image with a hint of Kazak iconic elements based on reinterpretation of traditional ornamental motifs and typical Kazak colours, in a cool, iconic and premium tone of voice.

The creation of the new brand has rotated around the main brand’s values of energy, problem solving, growth, humanity and trust.

Kazakhstan cultural signs coming from bording country to create the new logo to make the brand be immediately recognizable and premium looking

All ForteBank new corporate identity borns from the will to strengthen the brand positioning on market, starting something that doesn’t exist on Kazakhstan banking scenario.

The chosen name ForteBank (in different languages "Superior" "Fast", "built for the ages") reflects the new brand’s will to communicate a premium institution with an assertive and human tone of voice.

The storytelling lying on the birth of the new brand which introduces the innovative design concept , rotates around the image of two men sitting around a fire talking: “the moment is coming nearer, your destiny is waiting for you. It does not take you a lot to face it: brave, faith and determination and I’m here to support you… remember not to take care only of the final destination you will reach, but above all of the whole journey you will make. The journey is everything, the direction you will follow, the path you will walk through.” ForteBank has been given birth according to this brave traveller man and his need of support and sharing. ForteBank is at his side to advise and to reassure him about the decisions, to encorurage him on his way and to help him with innovative and up-to-date tools. Like these men, ForteBank loves and positively look at the future, knowing like the men around the fire, that it definitely brings benefits to whom has clearly shaped and identified his own direction.

ForteBank is the bank which really wants to speak to the new Kazakhstan, to whom who know that their destiny and their country’s one will depend on the directions they will decide to follow along their journey.

A refreshed bank image to set an improved standard to enhance the reputation of the bank as a financial institution built exclusively for Kazakh businesses

The changed name and logo offer a fresh and impactful look but with solid roots behind, transferring trust, with a clean and lightfull impact, making the bank look transparent, easy to recognize and very elegant.

The modern and huge pattern tone on tone helps to make the brand be immediately recognizable and premium looking with a customized font 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 the chromatich constrast of dark and light colours, communicating trust and solitidy.

A big work has even been done on stationary materials like letterhead, business cards, greeting cards, bank devices and communication tools (promotional, digital and direct communication) since they are the first materials that company audience receive when keep in touch with bank. It was decided to maintain a smooth effect in all new corporate and communication materials in order to take distance from competitors that appear rigid and too much “financial.

As noted in an interview with business portal, Portal Kapital.kz, Guram Andronikashvili, ForteBank CEO: " Developing a concept office with our Italian consultants of Crea International, we have looked at various options, estimated the world's best examples of banking, and today we have introduced them here in Kazakhstan, specifically to our customers and products. We evaluated the offices of global financial institutions and decided that most successful banks are moving away from the standard design of the office. ForteBank offices are unique not only for the innovative design but also for quality and quick service."

Sure, ForteBank has been actively transformed. It caters to the demands of companies and fast-growing number of SME corporate customers. After the arrival of new shareholders and a significant increase in the bank's capital in early 2010, the bank changed its development strategy with a focus on Kazakhstan's business and corporate clients. This spring, he began, in accordance with the bank, offering new products and attract customers first-class service to reformat its offices in Kazakhstan, and they began to change from the usual banking offices in the modern one.

Tha bank has planned to open over the next year other branches in the country in Almaty in Aktau, Uralsk, Aktobe and Astana to join a number of 16 branches in the same Forte style.

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

ForteBank first aim is to provide high service level to its customers and their financial needs using newest banking technologies and completely different from processes which are used by traditional banks in Kazakistan. The bank has to 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.

Developing the innovative design concept, Crea International has looked at various options, estimated the world's best examples of banking to introduce them in the new ForteBank branch, specifically directed to ist customers and products.Starting from the idea that most successful retail banking formats are moving away from the standard design of the office, Crea's team has been asked to create a new banking layout, not only for the innovative design but also for quality of service.

A "multiprofile" project which worked on the most important brand's dimensions, consolidating the new brand positioning

A project where Crea International was involved in 360 degree design, ranging from brand design with the creation of a new logo to a new branch design concept and on product and fashion design, to give the company a new and unique identity that is a mix of international contemporary and Kazakhstan rooted mood, both in branding and in physical design for branches. An innovative design branch linked to personal life and not to business only, with high distinctive and premium colors, not used on country's bank scenario, which create a junction between premium and retail worlds.
The bank is more than a selling point, but a new reference point where, besides the traditional banking and assisted services, customers can plug and play, learning and consult by themselves or assisted.Customer service design innovation offering unique products and first class services for a trendy financial institution.

The new bank's logo has been created by a Kazakh ornament coming from boarding country, a reinterpretation of traditional yurta ornamental motifs, acknowledging country's origin.
A particular attention has been also given to the creation, by the Physical-Brand-Design team, of a customized dress code for bank staff : following Forte Bank drivers and the colors of the brand, Crea designers have tried to produce a dress code reducing costs of production but maintaining the first spirit of the project as well as proposing a series of branded products offering a premium but cool approach.

An innovative design concept linked to personal life and not to business only, with high distinctive and premium colors, unique for Kazakh banking market

The spatial impression of the branch designed to attract people and to establish the strong brand identity of the company, relies on astonishment generated by contrasts : transparency and openness of the windows giving sense of cleanness and lightness correspond with a corporate and reassuring internal environment, giving sense of solidity and service design innovation, inviting customers to go inside. Color palette is the 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 chromatic contrast of dark and light colours , which create a junction between premium and retail worlds.
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.
The zoning is very simple but functional, with different areas according to customers needs: at the entrance a plug and play area zone with the possibility to self consult and learning, at the center a consultancy and cash area for assisted operations and a restricted area on the back for private assisted operations.
Modular elements have been studied for shopping malls and mobile branches with a drive thru night depository.
Different declinations all with the same goal to communicate a new way of doing banking in Kazakhstan and to communicate worldwide the new Kazakhstan business standards.