Visualize the new positioning of Raiffeisen
Raiffeisen defined itself as a modern, urban retail bank. A redesign of the old fashioned logo and corporate design was necessary because there were many technical difficulties in handling it. The task was handled as a project management at MetaDesign Suisse AG.
Raiffeisen had already established its brand positioning. So the task was the redesign of the brand. There were two requirements: to simplify the existing logo in order to make its application easier and to visualize the the new updated positioning of the bank group. It turned out that only a radical solution could meet these requirements.
Initially the suggested radical redesign was not appreciated by the client but after a short period of consideration the new design was overwhelmingly accepted by the branch managers and within one year 1100 branches were rebranded. This was logistically an enormeous challenge.
Additonal to the exterior and interior design of the branches, general design guidelines were developed for all communication instruments like brochures, website, promotional material, etc.
The organization of the Swiss Raiffeisen bank includes about 400 cooperatives, each with about 3 branches. This totals up to a total of 1100 branch offices.
In the last decade Raiffeisen succeeded to increase it's market share considerably. It ranks today as the no. 3 of the Swiss retail banks with more than 3 million clients of which 1.6 million are cooperative members.
