The challenge of the Brand Architecture Project was to unify all of Türkiye İş Bankası's brands under a consistent group brand identity, using the "İş" symbol as the central element. The primary issue with the bank's brand architecture was that the sub-brands had distinct identities and did not effectively communicate their connection to the main brand, leading to confusion among customers and undermining the overall strength and reputation of Türkiye İş Bankası.
Our team carried out a thorough analysis of the existing brand identities of the main brand and all sub-brands, and based on this analysis, we created a new group brand identity that featured the "İş" symbol as the central element and provided clear guidelines for its use across all brands. This new group brand identity was then applied to all sub-brands, including updates to visual elements such as logos, color schemes, and typography. To ensure the consistent application of the new group brand identity, we also developed brand guidelines.
The new group brand architecture, which featured the "İş" symbol as the central element, effectively united all of Türkiye İş Bankası's brands and provided a clear and consistent visual representation of the bank's overall brand. This helped to eliminate confusion among customers and strengthened the overall reputation and strength of Türkiye İş Bankası. The implementation of the new group brand identity was a success and received positive feedback from both internal stakeholders and customers.
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