| Patria Credit
2011 REBRAND 100 > merit Enterprise Rebrand Country Base: Romania Industry/Sector: Financial Services Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting The financial services industry is facing gloomy times, but also opportunities in emerging markets. CAPA Finance was a micro-credit institution, founded in 1996, aimed at sustaining the economic development and the business environment in Romania. Financed by the Romanian-American Enterprise Fund, the Canadian International Development Agency and World Vision International, the company grew to be one of the largest non-banking institutions specialized in micro-financing. Facing fierce competition from banks, in 2008 the company received EBRD as a joint shareholder and decided to reinforce its market position. Challenge The main challenge was to transform a successful business model, but a rather low profile company, into a national player, by focusing on its strength: micro-crediting for small entrepreneurs, especially in villages and small urban areas. This would imply increasing physical and spiritual proximity to its core audience. Strategy The focus area would ensure a differentiated position in the market, reflecting at the same time the heartened nature of the organization. The new name, Patria (Romanian for “homeland”) proved the perfect way to achieve a higher profile while keeping within a familiar meaning for the target. The vivid graphic symbol, inspired by Romanian popular motifs and Brancusi’s Endless Column, stands for hope, life, optimism and familiarity, while bringing into the current life a metaphor immanent in the Romanian’s collective imagery. Result The new identity worked first internally, an enthusiasm enhancer, engaging the organization in building and living the brand promise. Patria Credit relaunched successfully in 2009 under the new identity and kept opening new branches nationwide; despite the economic crisis, the company’s annual turnover was up 60%. Credits: Client: Patria Credit - www.patriacredit.ro Brand Strategists/Designers: Brandient - www.brandient.com Strategy: Madalina Diaconescu, Aneta Bogdan Creative Director: Cristian "Kit" Paul Designers: Bogdan Dumitrache, Iancu Barbarasa, Alin Tamasan [back] |
