BACKGROUND After their merger in 1999 DaimlerChrysler took the strategic decision to establish a fullservice Bank. The portfolio of financial services was restructured, in order to maximize marketing efforts, increase turnover, and generate new business. CHALLENGE
Position the DaimlerChrysler Bank, a new but yet unknown player in a highly competitive market
Align the brand with the goals of DaimlerChrysler
Screened the Banks and DaimlerChrysler's perception in public.
Connected the brand to DaimlerChrysler in order to benefit from its positive reputation with attributes such as leadership, reliability and trust, plus focusing on the banks dynamic approach.
Created an identity reflecting both the companies heritage and the banks goal to be a dynamic partner, innovative and creating growth.
Created a co-branding system, endorsing the corporations automotive brands.
Implemented the identity over all customer touchpoints, such as print materials, account-forms, POS, online, retail, architecture, brandbook/guidelines, etc.