New logo and visual identity of Czech Savings Bank (Česká spořitelna) have undergone the most significant change since 1989. The "We are the first to take care of your financial health" campaign recalls the original vision of Česká spořitelna (to reduce social tension and increase prosperity for individuals and society as a whole) from the time of its founding, which will be 200 years ago in two years. Until then, Česká spořitelna wants to fulfil the four public commitments it communicates in the campaign:
- By 2025, we will help all our clients to build up a financial reserve for unexpected expenses
- By 2025, we will help one million of our clients to save for their retirement
- By 2025, we will make quality financial education available to all children in the country
- By 2025, we will provide Czech companies with 50 billion to increase competitiveness and retain jobs
The campaign runs on outdoor, print, TV and online from 6th to 31st January. VMLY&R agency took care of the creative and production part of the campaign. "We see commitments as strong and confident messages that work on their own. That’s why we relied on clean typographic communication, which also gave us enough space to present Česká spořitelna’s new colors," says Tomáš Novotný, Executive Creative Director at VMLY&R.
"Our updated pure white logo and new visual identity also represent the fact that most of our clients primary use mobile app George when they seek for advice or use our services. With its colorful, relaxed, and informal look and feel, the new visual identity is based on George digital banking," says Monika Hovorková, who is responsible for brand and marketing at Česká spořitelna.
The strategy focusing on financial health of Česká spořitelna's clients develops long-term communication concept #stronger, which promotes healthy self-esteem of individuals and their financial health – thanks to which the whole society can prosper.