WOLF-EIKE GALLE

2014+ DZ BANK (consistent brand narrative evolution)

Project

DZ BANK is the central institution of Germany’s cooperative banking group and works for the Volksbanken and Raiffeisenbanken. Yet outside the financial world, few people knew what it stands for. The challenge was to create a consistent brand narrative for a bank with many roles, audiences and partners.

Approach

Over more than a decade, a trustworthy and substantial brand was developed from the bank’s existing institutional qualities. Its narrative is built around initiative and partnership: a bank that takes responsibility and enables others to succeed. Since 2014, it has been continuously evolved, keeping its core consistent while adapting to new topics, from digitalization to sustainability.

Result

>2x profit before taxes 2022–2025

+30% profit before taxes 2024–2025

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