Successful Brand Change within 6 Months

After taking over the “Frankfurter Sparkasse”, the “Helaba Landesbank Hessen-Thüringen” back in 2006 gave us the consulting assignment for conducting the brand change as well as for planning, controlling and executing the complete implementation project. The starting point was defined by the provisions of the “Deutscher Sparkassen- und Giroverband” (German Savings Banks Association, DSGV), and on that basis, by the extensions of the corporate design guidelines.

After conducting an inventory and a need assessment and prioritizing the project goals, we developed application-specific standards (transfer of the corporate design rules and regulations from the meta-level to the actual application level), and on this basis executed master documents for all print media in a very short timeframe. Based on these master documents, the Sparkasse advertising department was empowered to easily create communication measures and to realize future applications while safeguarding corporate design conformity.

Moreover, we assisted and advised the construction department in executing the building signage of some 100 branch offices and gave support to the Sparkasse technical departments in changing about 800 sets of forms via interactive form/document systems and publishing/editing systems. 

A brand platform including web-to-print technology was implemented as the central information and working platform, to which more than 21,000 images were migrated.

With total assets of more than 17 billion euros, Frankfurter Sparkasse is the fourth-largest German savings bank. It has 98 branch offices and customer service centers, 25 self-service branches, 202 ATM’s and 1,820 employees – offering the most closely-knit service network in the Frankfurt/Rhein-Main region.