- Design system
- Art direction
- Brand manual
Eurobank, following the completion of its financial transformation, has already started the process of its corporate transformation with emphasis given on the new digital age we are going through. Its aim was to emphasize – semantically – the need for the great changes required by the modern age.
The bank, through its cooperation with Ogilvy Greece, assigned us the study and the design of its global visual communication system for all online and offline means of promoting its products and services.
Having as a base concept the transition of the bank to the “next day”, we had to create a modern, timeless, human-centered character that will obtain the “one brand one voice” model. Our mission was to propose solutions that would aim to increase the bank’s awareness as a safe, strong, reliable brand in both its retail and business clientele, through a modernized identity.
To achieve the scope of the request we based our design to three main pillars to visualize the 3 basic requirements: Simplicity – Purity, Anthropocentrism, and Premiumness.
The first pillar is Simplicity:
Substantial design without a decorative mood in order to address a timeless identity, which will support a lot and different kind of material, always keeping the content at the forefront of the communication and not the design itself.
The second pillar is Multifunctionality:
A flexible communication system that will highlight and communicate a large number of textual and visual materials (campaigns, films, promo materials) keeps the content at the forefront since we have to communicate the bank’s messages to its audience.
A multifunctional communication system that extends to a huge range of applications, aiming at the easy, fast and low-risk production of visual materials by numerous and different teams of the bank and Ogilvy Hellas.
The third pillar is a Memorable identity:
Aiming at the next day, the design of the bank’s new visual language creates all relevant final compositions and flexible materials, modern & innovative visuals, that as a whole will enhance the credibility of the bank.
Starting with the renewed logo icon of the bank that has references to the LL Device, we studied its geometry, its forms, and counter forms, and we came up with Eurobank’s brand device. The idea of the brand device works as our communication vehicle that adapts almost organically and attributes the renewed identity of the bank across media, enhancing its recognition/ awareness to its market.
We have connected the two geometric shapes (red-blue) at their edge, to define the point of contact of the bank with its audience, the history of the bank (red line) and also its transition to the next day (blue line).
The basic idea the design is based on lies in the very content of the bank’s communication with its audience. Always referring to it directly, with honesty, the content (text and image) defines the layout of each application, avoiding pain points and rigid design approaches.
With an updated color palette for both the basic corporate colors of the bank and for the complementary colors of its branches and products, as well as with the use of the official font of the bank – EUROBANK SANS – the compositions per application are created in a strict but at the same time very free grid system, delimiting the content into a flexible and multi-functional system, where the brand device (red – blue line) always co-exists harmoniously communicating “EUROBANK”.