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The hyper-acceleration of digital routines and the mobilisation of citizens in response to social and environmental imbalances have brought forth a customer profile that is increasingly informed and aware. Our radar for detecting the truthfulness of communication is becoming more refined. We no longer have the same patience when we feel our expectations have been played with. Therefore, it is important that brand communication and image go hand in hand with the image in physical points of sale.
Financial institutions are increasingly realising this premise and are joining the flagship trend. There are sectors where the office becomes the company’s calling card, and banks are a clear example.
As part of their renewal, banks do not abandon physical spaces but adapt them to modern times, reducing the number of branches and opening mega-branches with coworking spaces.
Santander, BBVA, CaixaBank, ING, Sabadell, Bankia, Bankinter, and Banca March, among others, have redefined the traditional concept of branches by opening offices that include café areas, meeting and event rooms. Interactive, technological, and modern spaces facilitate connection with customers and adapt to their needs. By innovating in this way, they are not only updating their branches but also their brand image, making it closer, clearer, and more user-focused.
One bank that has embraced this trend is Pibank. A direct bank from Grupo Pichincha, Pibank is 100% digital but offers personal advisory services. It has five offices across the country in cities like Madrid, Barcelona, Valencia, Zaragoza, and Bilbao.
Pibank entered the Spanish market a few years ago with a discreet street presence. However, recently, it has been working on a positioning, branding, and their visual identity.
Its goal is to stand out among the hundreds of banks offering the same services by being disruptive. For this purpose, the agency Darwin Social Noise launched the campaign “better easier”. This is the essence of the company, a message they want to convey in both their banking operations and their communication.
Being 100% digital, the main challenge of the campaign was to communicate that simple and quick procedures provide a clear benefit: the time you save can be spent with your loved ones. A bank where the customer never waits because there is always a Pibank person to receive them. A bank without work desks or computers, only sofas and tablets. Their offices reflect their philosophy of making “things easy”, clearly referencing familiarity and closeness.
This campaign was accompanied by drastic changes in their branches. Social Noise and Crepes&Texas worked together to make this new concept possible. Various actions were carried out, one of which was the redesign of shop windows and interiors shop windows and interiors.
The current offices are characterised by a design that facilitates communication: “New generation offices, paperless, cashless, and without traditional banking operations”. They serve as a meeting point between customers and consultants. A welcoming space where you can sit comfortably on a sofa if you seek closeness, around a functional table if you are in a hurry, or in a small private area if you prefer privacy.
Spectacular offices combining yellow and blue with open and welcoming spaces. Every element is strategically thought out and placed, from a designer umbrella stand to a self-playing piano. The interior decoration includes brightly coloured tiles, structures that separate spaces, vinyl prints on the walls with striking phrases and drawings, vinyl flooring with different shapes, sofas and tables in the brand’s colours, strategic lighting points… a myriad of details that add solidity to the project.
As a new way of attracting customers, another action carried out was the modification of the shop windows. Created with various light-coloured cardboard figures, they stand out against a background of yellow tiles. The distinctive value of these shop windows is undoubtedly the integration of technology. Each shop window was activated by a capacitive sensor, allowing passers-by to activate the movement of the figures themselves. Thanks to robotics and touch technology, each story comes to life in these shop windows.
Pibank wants its customers to breathe in its values through their visual identity as soon as they enter its branches. With this image renewal, especially of their offices, they have undoubtedly managed to break down the barriers of traditional banking, creating an unparalleled bank-customer connection.
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