About Crelan
In 2022, Crelan acquired AXA Bank, becoming the fifth-largest bank in Belgium. We assisted them in managing the brand impact of this, keeping in mind the AXA employees and their customers, so they could immediately feel at home with the thoroughly refreshed brand.
The soul
A large bank, not a big bank
First things first. Crelan lacked a pronounced DNA, as research confirmed. Their market position was unclear to many: although they offer all the products and services of a big bank, the general feeling was that Crelan was more of a niche bank.
Our first task was to address this strategic pain point. We defined the essence as follows: at Crelan, you get everything you expect from a large bank – payments, savings, loans, investments, insurance – but in the Crelan way, thoroughly personal and tailored. The local branch holders ensure this individual approach for all 1.5 million customers. The strategic essence or soul of the brand summarized: Crelan is a big bank but they don't feel like one.
The face
An optimistic visual identity
To give this substantive depth a face, the visual identity received a significant refresh. The existing logo aligned with Crelan's agricultural roots but created too much perception of a specific offering and target audience. Therefore, the wheat stalk has been removed from the logo, but we chose a strong correlation between old and new. This maintains the visual recognizability of the brand and ensures a gradual brand transition, as befits a retail bank like Crelan.
The new logo and the graphic elements of the visual identity are full of movement and enthusiasm. The three swirling layers in the logo symbolize the strong relationship between Crelan, the agents, and the customers.
The voice
A brand voice and sonic branding with 'schwung'
Crelan is a large bank that takes its work seriously. At the same time, they are very close to their customers, employees, and agents. These aspects are balanced in the newly formulated tone of voice.
We defined 3 tone-of-voice principles that tell how Crelan as a brand speaks and writes, allowing enough room for creativity and a touch of playfulness.
1. We are PROFESSIONAL
2. But we feel CLOSE
3. And we have SCHWUNG
In addition to an appropriate tone of voice, we also created sonic branding: a sound logo and corresponding music. This original score, in collaboration with the musicians from Sonhouse, radiates the same complementary balance as the other branding elements: professional as a large bank, but at the same time recognizable and close, with enough character and uniqueness.
Phased Implementation
We are also closely monitoring the full rollout of this rebranding. The flagship branches will be the first to get a new look, followed by a rebranding of all branches over the next two years. The new facades will attract considerable attention, while our new interior concept will make Crelan's personal approach tangible. Along with these critical physical retail elements, we also took charge of the UI of the website, app, and home banking.
