The SozialBank - known as Bank für Sozialwirtschaft until September 2023 - is the leading specialist bank for the social, healthcare and education sectors in Germany. A bold step was needed to mark its 100th anniversary: The traditional but unwieldy name was to be replaced by a modern, clear brand. The aim was to more clearly convey the bank's self-image of "socially effective together" and to position the bank more clearly in an increasingly competitive market.
EPOS initially took on the interim brand management and then advised the bank throughout the entire brand relaunch. Working closely with the internal teams and external partners, we developed a clear brand strategy - from the purpose, brand architecture and positioning through to the central messages.
The new name SocialBank condenses the profile concisely, while a consistent corporate design system (logo, color and typography grid, imagery, brand guidelines) ensures recognizability. In addition, jointly developed communication assets were created - from presentations and social media templates to a website style guide.
With the new brand, SozialBank presents itself even more clearly as an impact bank. The short name, combined with a consistent design and communication system, strengthens differentiation in the banking market. The message "Socially effective together" can be visibly experienced - and underlines SozialBank's role as a partner for sustainable social progress.
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