New Identity for HALIX – PARTNERS IN BIOSCIENCE
DaimlerChrysler Bank

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
SOLUTION
  • 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.
www.daimlerchrysler-bank.com