Banca Intesa, the foremost banking institution in Serbia and a significant regional player, sought a repositioning to underscore its leadership while maintaining its customer-centric approach, retaining closeness and reflecting customer orientation. The goal was to reinforce its image as a competent leader adept at assisting clients in achieving their goals.

Our analysis revealed a clear client expectation: “help me achieve my goals.” This insight led us to redefine Intesa’s image as an empowering institution dedicated to helping clients fulfill their aspirations. We aimed to shift the brand’s communication from notions of lifestyle, elitism, and intangibility to themes of life, support, and tangibility. This shift was encapsulated in our creative platform: Making It Possible for You. Banca Intesa’s enduring market presence and industry leadership equipped it to deliver on this promise.

The key visual concept showcased a connection to the future and robust support for individual client needs, ensuring the creative idea was versatile enough to extend beyond the brand image campaign to a variety of product communications. Our creative execution principles were designed for adaptability across multiple formats, from TV commercials to brochures and newsletters.

As an example, one notable initiative was our CSR project, Thank You for Making It Possible. This campaign rallied the community around a shared cause, with the bank actively participating and supporting its customers. It underscored the bank’s thought leadership in identifying and addressing issues, mobilizing its extensive client base toward meaningful change.

In this comprehensive project, I was tasked with developing the creative and positioning strategies, ideation, and the design and production of marketing materials across all channels.