C Eye looks at Hitachi Credit name

C Eye has been appointed to rename and rebrand Hitachi Credit, as the financial services organisation seeks to bolster market share by creating uniformity across its disparate divisional strands.

C Eye won the six-figure brief last month on the back of a six-way strategy and credentials pitch. The group will handle the name change, identity development, brand positioning, brand strategy and interiors refit, and create a website, corporate literature and stationery for the company.

Hitachi Credit, part of the finance arm of Japanese electrical goods group Hitachi, constitutes six operating divisions and companies, each with individual brands. These include Nova Retail Finance, which provides consumer credit services to retail groups, and Fleetlease, which offers vehicle lease financing, predominantly in the business arena.

C Eye will provide a single identity for the six divisions as the company seeks to share customers and secure a clearer perception of the group’s activities, with an eye on future growth.

C Eye business development director Tim Lewis says work involves ‘providing stronger, clearer imagery and the use of a more contemporary colour palette’.

As Design Week went to press, Hitachi and C Eye would not reveal the company’s new name. But it is believed the company is likely to be known as Hitachi Capital, with all divisions possessing that title.

The new identity is due to be unveiled in June.

Latest articles