Capa Finance, the largest non-banking financial company in Romania, specializing in micro-financing and micro-credits within the small urban and rural areas, has changed its name and identity to Patria Credit, as a follow up of a rebranding process conducted by Brandient.
Bucharest, November 2009
Romanian American Enterprise Fund (RAEF), the main shareholder of Patria Credit, commissioned Brandient the rebranding process, after three other successful collaborations in projects like Domo, Estima Finance and Domenia Credit. The rebranding process marked a necessary stage in order for the company to sustain a new business philosophy, implemented by the new management team, a philosophy based on turning the relation with clients into a strong competitive advantage on the financial services market.
The new brand Brandient has created is built on specific values, both belonging to the category of financial services (responsibility, efficiency and seriousness), and to the highly empathic approach inherited from Capa Finance: respect for people, commitment and responsibility for the community where one works. Patria Credit is a name both generous and ideally suited for the target of this service category, as it is equally demanding in terms of overall promise. The name is eloquently complemented by the tagline (“We finance hard work”), offering a complete perspective over the brand positioning, mainly financial services thoroughly adjusted to the specific needs of small companies, individual producers, all those who have the courage to follow their dreams through intensive work and seriousness. What truly adds magic to the brand is its impact over social progress through economic help generously offered to tens of thousands of Romanian entrepreneurs.
For Patria Credit, Brandient delivered brand strategy, verbal and visual identity, brand rhetoric, retail design, external communication, website applications, brand engagement sessions and internal communication. The visual identity bears the signature of Brandient design team, including Bogdan Dumitrache, Iancu Barbarasa and Cristian ‘Kit’ Paul. Brandient Senior Copywriter Delia Zahareanu developed the brand rhetoric.
About Brandient
Brandient is an independent brand strategy and design consultancy founded in Bucharest in 2002 by Aneta Bogdan, Cristian Kit Paul and Mihai Bogdan — never part of a global network, working directly for the owners, CEOs and boards of its clients, with an all-senior team and category exclusivity. In over two decades the firm has created or rebuilt more than 300 brands, 279 of them published as case studies at brandient.com/work — from Romania’s national leaders to brands carried worldwide. The firm has been active in Southeast Asia for more than a decade. The work has earned 84 international awards and distinctions — most recently a Red Dot (2025) and two Graphis Golds (2026) — 64 documented mentions in international design books and publications, and, in 2015, a place among the inaugural inductees of the REBRAND Hall of Fame, alongside Interbrand and MetaDesign.
About Patria Credit
Patria Credit is Romania’s largest non-banking microfinance institution, financing small entrepreneurs and farmers. Founded in 1996 as CAPA Finance, it took the Patria name in 2009 — a Brandient rebranding. When its owner brought the company together with Nextebank in 2015 to operate under a single brand, Brandient built the combined institution on the Patria name — today’s Patria Bank, Patria Credit’s parent: the Patria Credit case, the Patria Bank case.