Idea Bank, Idea Leasingr
Idea Bank and Idea Leasing — fresh banking from Poland
Getin, an expanding Polish financial holding, set out to bring its banking and leasing operations in Romania under its umbrella of international brands — Idea Bank and Idea Leasing, respectively.
The challenge Brandient was commissioned to answer was to establish the new business on the local market, through the creation of a unique brand DNA, rooted in the existing brand elements, that would secure local differentiation and relevance and would ensure organizational engagement with the brand.
While market differentiation was an important matter to begin with, the project’s main challenge was internal — to engage and align the distinct professional cultures behind the brand around a single idea. Therefore, internal communication and brand engagement were the paramount aspects in shaping the brand strategy.
The first strategic solution was to seize the meaningful generosity of the "Idea" name, identified as a potential source of positioning, capable of creating positive brand associations. It was transformed into the core concept, rooting the brand and design strategy, building on a promise of simple, fresh, flexible products and services — sustainable for both banking and leasing entities. The platform gave the two arms a shared spine while letting each speak in its own register: the banking arm was built around straightforward, modern, "can-do" banking, while the leasing arm adapted the same idea toward partnership, reliability and a dynamic, achievement-driven personality — so that one master brand could carry two distinct professional cultures without diluting either.
The decision of capitalizing on the brand’s name imposed smart, minimalist and daring brand manifestations, and as such, the design strategy fully led the brand development, acting as an instrument of consultancy. The original Polish logo has undergone a subtle facelift, with the purpose of sustaining a cohesive brand architecture and of enhancing the role of the "Four Dots" symbol.
Consequently, the symbol was given an unusual but very important function, clarifying the masterbrand architecture and inviting a flexible but always branded product development. Furthermore, the symbol acquired additional internal and external communication meaning, as well as the functional ability to recreate the brand or product visual identity in headlines and body text, either as a double colon or personalized hashtag. This signature device let the "Idea" name extend naturally into a verbal naming system for individual products, so that new offers could be introduced under a single, instantly recognizable graphic and verbal cue rather than as disconnected sub-names. The identity even takes the role of inflating the brand’s street presence (otherwise sparse compared to competition), by extending fresh and unconventional communication to every conceivable 'own' media: cars, locations, and even stationery. This highly consistent breadth of the identity facilitates the double strategic aim of differentiation and internal brand engagement, with a complementary brand-engagement program helping employees understand and embody the brand from the inside.
RECOGNITIONS • Costa Rican design website "El Poder de las Ideas" acknowledges Brandient’s facelift for Idea Bank’s logo among the worldwide landmark design works for the financial industry in 2015.
Client:
Getin Holding
Industry:
Banking, Financial Services and Fintech
Project type:
Brand Localization
Date:
2014–2015
Services:
Brand Audit, Brand Positioning, Logo and Visual Identity Program, Corporate ID Program, Digital Design, Branded Environments, Organizational Culture branding, Brand Guidelines
Other featured projects
News radar
Join the Brandient community! Stay in the loop with innovative branding insights, exclusive design content, and inspiring case studies.
Stay in touch with Aneta's latest opinions — articles, interviews, and podcasts — on entrepreneurship, marketing, branding pioneering, leadership, and culturally meaningful current events.
Brandient Radar is a select and non-intrusive, low-volume newsletter.
Follow our flight path — sign up for our Radar newsletter today!
get in touch
Client? contact us
5 Mendeleev Street, 3rd floor,
Bucharest 010361
Expert? Join Us
Are you brimming with talent and unshaken by challenges? Then, consider this your invitation to join our elite team, dive into complex problems, and have the opportunity to see your work make a mark far and wide.
Please submit your cover letter and relevant credentials:
Click to e-mail Brandient Careers.
friend? follow us
Copyright © Brandient 2002–2026. All Rights Reserved.