{"id":26499,"date":"2025-02-19T18:48:32","date_gmt":"2025-02-19T18:48:32","guid":{"rendered":"https:\/\/exagono.es\/el-estudio-mucho-desarrolla-el-cambio-estrategico-de-marca-de-piraeus-la-principal-institucion-financiera-de-grecia\/"},"modified":"2025-05-09T09:44:05","modified_gmt":"2025-05-09T09:44:05","slug":"studio-mucho-leads-the-strategic-rebranding-of-piraeus-greeces-leading-financial-institution","status":"publish","type":"post","link":"https:\/\/exagono.es\/en\/studio-mucho-leads-the-strategic-rebranding-of-piraeus-greeces-leading-financial-institution\/","title":{"rendered":"Studio Mucho leads the strategic rebranding of Piraeus, Greece\u2019s leading financial institution"},"content":{"rendered":"

Greece’s leading financial institution, Piraeus Bank<\/a>, with more than 6 million customers and over 7,000 employees, partnered with The Newtons Laboratory<\/a> and Mucho<\/a> to develop a strategic redesign to address its commitment to the future. The redesign highlighted Piraeus Bank’ s transformation and its readiness for a new era, focused on its purpose: Embracing the Future<\/em>.<\/p>\n\n

The strategy<\/strong> was to introduce a bolder, more distinctive and future-proof visual identity that extends beyond traditional banking and is deeply rooted in the brand’s mission.<\/p>\n\n\n

Brand architecture<\/h2>\n\n\n\n

The rebranding included a significant simplification of the brand architecture to enhance the customer experience and reflect a modern, omni-channel approach. The result is a more consistent yet versatile brand, enabling the company to impact stakeholders and sectors beyond the traditional ones.<\/p>\n\n\n

Symbol of change<\/strong>. The reinvented symbol in the Piraeus rebrand transforms the three stripes to honour heritage and embrace a bold future, symbolising progress, innovation, reliability and openness. The custom logo enhances visibility and underlines a modern approach.<\/p>\n\n\n

Piraeus Open: a typeface for the future<\/h2>\n\n

Piraeus Open is a customised typeface created in collaboration with Jordi Embodas<\/a>. Available in two styles, Serif and Sans, it offers four weights and has 578 characters, enhancing the clarity and versatility of the brand. Designed for digital applications, Piraeus Open supports 56 languages. The Serif style conveys confidence and serenity, while the Sans style offers legibility and Mediterranean charm, making it ideal for digital interfaces.<\/p>\n\n\n

New approach to illustration. In collaboration with Xoana Herrera<\/a>, we developed a set of illustrations using bright and simple shapes to convey a human and accessible touch. These illustrations are fundamental to making the brand more approachable and accessible, supporting Piraeus’ mission to genuinely connect with customers and the wider community.<\/p>\n\n\n

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Personalised communications<\/h2>\n\n

Piraeus<\/strong> ‘ revamped communication strategy is designed to resonate with diverse customer segments, from individual banking to personal and private banking. Each segment receives a tailored communication approach, flexible enough for digital and print touchpoints, ensuring a seamless experience across all channels. This approach reflects the specialised services and premium experiences that Piraeus offers. The aim of these communications is not just to inform, but to forge a deep connection with each customer, ensuring they feel valued and understood.<\/p>\n\n\n

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Two different levels of communication strategy<\/h2>\n\n

Level 1 communicates the bank’s core values with the redesigned symbol as a powerful symbol, establishing a strong connection with the customer. Level 2 introduces a modular dialogue bubble graphic, which enhances engagement by presenting products and services in a conversational way. Together, these levels ensure a dynamic, clear and consistent communication strategy that adapts to customer needs.<\/p>\n\n\n

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Unified digital experience<\/h2>\n\n

The removal of the Winbank brand integrates its values of agility, modernity and convenience into the core Piraeus brand, establishing Piraeus as the only digital banking solution within the group. This seamless integration enhances digital touchpoints, including the website and app, providing a unified and optimised experience. Customers can now enjoy the innovative features and user-friendly design of the Piraeus app and website, ensuring a consistent and cohesive digital banking experience.<\/p>\n\n\n

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