French bank BNP Paribas has appointed London financial communications branding consultancy Façade International to brand its corporate and investment banking division, following the merger earlier this year of French banks BNP and Paribas. It is also holding further paid pitches for design work.
Its corporate and investment banking division is made up of eight business units. Façade will create an identity that will unite them under one brand. The identity will be flexible enough to enable each business to work with the identity according to the services it provides.
The identity will be applied to all individual print, environment and digital points of communication and a website will be created by sister consultancy Façade Interactive.
“Initially, the client asked us just to produce a brochure, but we persuaded them that it was not enough. They had to look at the overall message,” explains FaÃade creative director Alan Fender.
“We have to balance the parent brand with the divisional message and incorporate the business units’ branding requirements into a flexible, but consistent brand visual language,” he adds.
FaÃade won a paid, strategic and creative pitch against French consultancy Terre d’Sienne to secure the work, which is expected to take between three and six months to complete.
Next month the bank is holding another paid, strategic and creative pitch for another unrelated project for the BNP Paribas brand. Façade is pitching against two unnamed consultancies from Switzerland and France.
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