Foreword

The bank, whose complete name is Cassa di Risparmio di Parma e Piacenza, decided to change its name to Cariparma; in a second phase, for reasons connected with antitrust legislation, it severed its connection with Banca Intesa and was acquired by Crédit Agricole.

          Project

We followed the evolution of the corporate identity, twice designing the rebranding; first updating the brand with the contraction as Cariparma, and then redesigning it in the colors yellow and green, with the insertion of Crédit Agricole as the basis of the logo. The new branding system has been constructed with the guiding idea of “Glocal Identity,” combining the values of international solidity with original local imagery, represented by figures from the paintings of Correggio, Guercino and Parmigianino. Art seen in terms of excellence of client relations, interpreted at the main touch points: the logos of the divisions, credit and debit cards, checks, self-service areas, datebooks and promotional materials. The operation of rebranding and communication has been extended to the other banks of the group, Friuladria and Carispezia.

          Results

Thanks to this project, Cariparma, Friuladria and Carispezia reinforced their positioning as partner banks connected to three clearly defined Italian territories, ensuring optimal management of the transition period leading to their merger in Crédit Agricole Italia.

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