patria bank
Patria, a homeland brand financing the diligent work
CAPA Finance, a microcredit institution founded in 1996, became one of the largest non-banking institutions specialized in micro-financing. In 2008, facing fierce competition from banks, the company received EBRD as a joint shareholder and commissioned Brandient in order to reinforce its market position.
The main challenge was to grow a successful business model into a national player — earning the company the public profile its work deserved — by focusing on its strength: micro-crediting the small entrepreneurship, especially in villages and small urban areas. The new brand strategy was built on specific values, belonging both 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.
The new name Patria (Romanian for "homeland") proved to be the perfect way to achieve a higher profile, while keeping within a familiar meaning for the target. The tagline "We finance the diligent work" ("Finanțăm hărnicia") offers a complete perspective over the brand positioning: financial services thoroughly adjusted to the specific needs of small companies, individual producers and all those who dare to follow their dreams through hard work and seriousness.
The vivid graphic symbol, inspired by Romanian popular motifs and Brâncuși’s Endless Column, stands for hope, life, optimism and familiarity, while bringing into the current life a metaphor deeply rooted in Romanians’ collective imagery.
The new identity worked first internally, engaging the organization in building and living the brand promise. Patria Credit re-launched successfully in 2009 under the new identity and kept on opening new branches nationwide despite the economic crisis.
Client:
Patria Credit (formerly CAPA Finance) · RAEF / Axxess Capital
Industry:
Banking, Financial Services and Fintech
Project type:
Rebranding — Brand Reconstruction
Date:
2009
Services:
Brand Positioning, Logo and Visual Identity Program, EVP and Employee Brand Engagement; Brand Name, Narratives and Voice
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