Having grown through acquisition to be the largest bank in Greece – Piraeus Bank set off on a path of digital transformation.
As Creative Director of this online/ offline brand repositioning it was my responsibility to define the brand vision. Through user research, stakeholder workshops and market research we created a new kind of banking brand for the Greek market.
Our goals were as follows:
- Perceived modernity: piraeus was looking to move the bank into the 00s and leapfrog the competition
- Engender trust: customer’s were still banking instore and cash was still the preferred method of payment, we were tasked with changing this
- Create familiarity: the brand wanted a brand that would last and become household
What does a digital bank look like in Greece in the early 2000s?
The redesign of Pireaus Bank’s entire online personality was an exciting international, multichannel brief
The project started by defining the bank’s personality and imagining this across physical and digital spaces. We produced designs for ATMs, posters, advertisements and the banks’ new online presence.
The design challenge was to create a modern and persuasive new brand that would help Winbank capture the minds of the younger generation in Greece. Online banking just hadn’t taken off in Greece with people preferring to transact in branch.
How do the new propositions, Winbank and Easypay fit with the bricks and mortar offerings?
With no testing budget and tight timelines to speak of we set about creating an improvised research team. From testing colour/ contrast theory in the hot, bright streets of Greece to ensure legibility to guerilla testing with customers in the street – we all got involved. The strategy in reality was surprisingly simple, there was little disruption in the banking market so we looked to younger market places for inspiratio. Working with a young illustrator, a Lead UX and our CEO we produced Digital assets for screen, ATMs and posters and input into the new brand campaign.
