A PLACE FOR NEW DREAMS
Brand Situation
Over the past few years, consumer credit has influenced heavily the growth of retail business in Romania. Flanco retail chain was one of the pioneers in consumer credit and attracted a lot of customers by offering flexible credit facilities. In 2003 the shareholders decided to spin-off the credit activity and to launch a new entity to carry on these competences. Brandient was assigned to create the new brand.
Brandient’s Approach & Solutions
The brand strategy was build around the technical competences and the entrepreneurial and innovative spirit proven by the organisation. From the target perspective, though, credit is a necessity but not necessarily a pleasure in life. The main benefit is a quick access to one’s dreams, and a dream fulfilled makes room for a new one. The slogan “A place for new dreams” (“Un loc pentru vise noi”) captures this aspiration and also sends to the actual selling place in retail shops.
To name the new entity was the real challenge of this project. The client’s brief was asking the impossible: a clear link to credit, if not the word itself, and at the same time an aspirational, institutional and friendly positioning. To put all these in a memorable name, we created Credisson. A name that sends to “credit” without mentioning it entirely, and sounds clear, memorable and institutional. For the Swedish owners of the company, the Nordic sound came as a bonus.
The design of the visual identity, through friendly forms, not so common for financial institutions, keeps the brand safe from the rigidity usually associated with banks.
With a presence in large retail chains, Credisson influenced the life of thousands of people who found out a place for new dreams.
Update 2005: Credisson delivers great shareholder value, being acquired by BNP/Paribas’ Cetelem, the European leader in consumer credit, for about EUR 40 mio, after only two years in business. The brand played definitely a role in the rapid expanding of the business.
