After the financial crisis of 2009, Skurups Savings Bank was facing new challenges. Customers became increasingly digital and brand was easily mixed with Swedbank. Skyhatts mission was to develop a new visual platform, a communications plan and a new website.
We chose to enhance the content of the bank's brand through a simple tag-line that highlighted the local. To create a clear identity, we developed a series of illustrations that would convey the bank's core values and history. We created a new graphic manual within the framework of cooperation with Swedbank. The strategy was to raise the savings bank concept and CSR in all channels to distinguish the bank from other banks.
Several years later, the bank still uses the graphical elements that we have developed. The profile has become a strong carrier of the brand and has also streamlined the production of graphic material with a saving of about 25%.
BACKGROUND AND ANALYSIS
After the financial crisis of 2009, Skurups Savings Bank was facing new challenges. Customers became increasingly digital and brand was easily mixed with Swedbank. Skurups Savings Bank had also a very strong brand and customer satisfaction. The challenge was to profile the bank in a way that strengthened the brand, highlighting the uniqueness of the Savings Bank and its history and at the same time went to communicate strongly in all new digital media. Bank's cooperation with Swedbank gave the firm variables for parts of the branding and logo.
Skyhatts mission was to develop a new visual platform, a communications plan and a new website.
The logo of Skurups Savings Bank did not change. It has a long local history and high recognition factor. We therefore decided to strengthen the local further by a new tag-line: "Our heart beats for the district". We developed a series of illustrations that would convey the essence of the bank's identity and relax back to the bank's long history in the area.
WEBSITE AND CONTENT STRATEGY
The website was built with tools from Oracle along with other savings banks and Swedbank. Structure and opportunities were thus limited. Our strategy to differentiate us proceeded therefore from the illustrations and by content. In order to create value for customers, we highlighted the Bank's partnerships and sponsorships with local sports, culture and education. Several reports and stories were developed to show concrete examples where the bank has contributed. We also built a platform for managing all sponsorship activities. A calendar was put on the web and all showed union activities and games of the year. The calendar was connected to social media so that the content could be shared. The aim was to demonstrate the great commitment that the savings bank has in associations and to reach customers who have no connection to a nonprofit organisation.
Several years later, the bank still uses the graphical elements that we developed. It has become a strong carrier of the brand Skurups Savings Bank, both internally and externally. Thanks to its flexibility and long life are the graphics platform, we have created reduced costs for the production of graphical material by about 25%.
We created a strong visual identity and a strategy for Skurups Savings Bank which holds to this day.
SKYHATT DIGITAL TEAM