Etherington Mas takes Koçbank mass market

Etherington Mas Associates is repositioning Turkish corporate and investment bank Koçbank as a mass market brand.

Etherington Mas Associates is repositioning Turkish corporate and investment bank Koçbank as a mass market brand.

The group is developing a main branch format for the bank and designing in-store concessions at the national supermarket chain Migros. However, the consultancy will not be redesigning Koçbank’s brand identity.

The format and interiors will be unveiled in late September or early October.

The main branch concept could be developed at the Koçbank’s principle site in Istanbul, at other sites within the bank’s existing portfolio, or at a suitable location if and when one is identified, says Etherington Mas Associates creative director Tim Etherington.

Concepts for the in-store concessions are still under discussion.

“We are repositioning the bank as a mass market brand and creating new delivery channels for it. This includes a new concept for the main branch with a fit-out that focuses on the bank’s brand equity,” Etherington says.

“Koçbank is a market leader in commercial and investment banking and also serves high net worth customers, but it has a limited distribution network. We aim to broaden the bank’s market appeal by offering banking through supermarkets, something that has not been done in Turkey before,” he adds.

Etherington Mas Associates won the work without a formal pitch, though it is known that Koçbank was in discussions with one other international design consultancy.

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