The gold carpet treatment

Alpha Bank is one of Greece's most esteemed banks. When Citi's retail network was transferred to Alpha Bank, we had to make sure that the valuable brand equity of Citigold among the affluent segment would be also transferred. 

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After studying the two brands and the personal banking sector on local and international terms, we came with a compelling definition for the new brand. 

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We developed four key pillars that comprise the new brand proposition and the themes that build the customer’s experience with Alpha Bank Gold. Accordingly, we generated the brand identity system: name, brand language, logo and house style.

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A three-dimensional extension of the brand was developed, in the form of branch interiors and windows, in order to create the Alpha Bank Gold environment and experience.

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Accordingly, we developed the brand literature and several communication and promotional tools for the bank and its employees.