CHALLENGE
ERSTE’s Hungarian partner, SIMPACT, asked us to create an English brand name and headline for the program—one that would be accepted within the banking sector yet remain distinct from it—and to present these within a standalone visual identity. Following this, our task was to manage the program’s event-related social media communication and brand building.
SOLUTION
Using service design and design thinking methodologies—including mind mapping, brainstorming, and clearly separating divergent and convergent thinking phases—we developed the MARC sub-brand. Closely tied to this is the re:Marc event series, which serves as a “call to action” tool for the brand. The slogan “Make a change, leave a mark” frames the brand’s activities and opportunities, reinforcing its messages and values.
Our team also created the full visual identity framework for the brand. A major design challenge was to ensure that the visual appearance was distinct from ERSTE’s official identity, while still maintaining subtle, referential links to it. Striking and sustaining this delicate balance required our graphic designers’ creativity and careful use of design tools.
RESULT
Thanks to the proposed headline and brand name, the program was successfully launched and continues to appear as an independent sub-brand within the ERSTE Group’s portfolio.