Giant Euro-bank invests in Fitch/ Altai identity

Branding specialist Rodney Fitch & Co and Paris design consultancy Altai have been jointly appointed to create a new identity for recently merged international bank BNP-Paribas.

Branding specialist Rodney Fitch & Co and Paris design consultancy Altai have been jointly appointed to create a new identity for recently merged international bank BNP-Paribas.

Banque National de Paris and Paribas linked in an £11.15bn deal last year to become Europe’s third biggest bank. Its growth strategy is based on expanding markets, emphasising technological innovation, creativity, worldwide presence and distribution.

The company is organised around six core business divisions. These are Corporate and Investment Banking, Paribas Capital Market, Domestic Retail Banking, International Retail Banking, Private Banking and Asset Management Securities Services and Insurance, and Specialised Financial Services.

Rodney Fitch & Co and Altai won the work in a paid six-way strategic and creative pitch against rivals including Landor and Euro RSCG. They are now creating a brand identity and communications hierarchy, due to appear later this month.

Rodney Fitch director Neil Whitehead says: “We won this business by showing our depth of experience and understanding of branding issues within the financial services sector… we put forward a persuasive proposal for how the new company can position itself in the future.”

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