Most foreign banks play down where they come from — Idea Bank and Idea Leasing did the opposite
Bucharest and Singapore, May 2015
When Poland’s Getin Holding launched Idea Bank and Idea Leasing in Romania, it asked Brandient — with its long track record in financial-services branding — to secure local differentiation and relevance. The opportunity was the name itself: Idea became the core concept — simple, fresh, flexible — and the brand and design strategy grew from it, with design acting as the instrument rather than the decoration.
A subtle facelift of the original Polish logo strengthened the “Four Dots” symbol, while an unconventionally broad ‘own-media’ presence — cars, locations, even stationery — did the strategic work of differentiation and internal engagement. The boldest move was on the fascia itself: the launch taglines “Fresh banking from Poland” and “Smart leasing from Poland” turned national provenance into an open promise — and an extra level of guarantee.
Read more about the project's challenges and Brandient's solutions for Idea Bank and Idea Leasing here.
Brandient is the award-winning brand strategy and design company, with offices in Bucharest and Singapore. Find out more about us and about our work.
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.