Nextebank
A next-generation banking brand experience
Under a new management team, MKB Nextebank set out with an updated strategy: to concentrate on serving liberal professionals and entrepreneurs with a refashioned product suite and streamlined operations. The bank’s reorientation toward these specific groups needed a fresh visual identity to encapsulate their dynamism, strength, and expertise.
The deeper move was a strategic choice about where to compete. Rather than play as another generalist bank in a crowded category, Brandient framed the work around an underserved niche — Romania’s liberal and independent professions: lawyers, notaries, architects, doctors, pharmacists, accountants, veterinarians and the like. The ambition was sharp and ownable: to become the first-choice bank for these professions. The brand idea cast the bank as a catalyst for its clients’ vocation and success, expressed through a value system that balanced the category essentials a bank must earn — respect, partnership, transparency — with the differentiators that set this one apart: dynamism and innovation.
The chosen name, Nextebank, signifies "next-generation banking" — a next step and a new generation of banking aimed at attracting this targeted audience — while keeping a thread of continuity to the bank’s heritage and carrying a tone of rigor and precision. On that foundation, Brandient’s design team crafted an identity marked with distinct attributes that resonate with the customers’ needs.
The cheetah, chosen as the bank’s symbol, exemplifies speed, agility, and efficiency — promises that MKB Nextebank aims to offer to its time-pressured, status-conscious clients, and a mirror of what these ambitious professionals value most. The visual language, comprising speed stripes, a unique color palette, nickel textures, and a distinct retail identity, completes the semantic spectrum introduced by the symbol. The program carried the brand through a complete, coherent system — from branches and corporate identity to a profession-segmented presence and an internal program designed to bring the new brand to life at the front line.
Client:
MKB
Industry:
Banking, Financial Services and Fintech
Project type:
Rebranding — Brand Repositioning
Date:
2013
Services:
Brand Audit, Brand Positioning, Logo and Visual Identity Program, Corporate ID Program, Branded Environments, Brand Guidelines
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