Case Studies

Lloyds TSB - Best of Breed, Best of British

A thoroughbred amongst banks with over 11 million customers, Lloyds TSB is determined to retain its position as Britain's most loved financial institution. While others falter, Lloyds TSB remains nose and tail ahead of its competition.

Lead sponsors of the 2012 Olympics, a new national advertising campaign and a declared intention to partner its customers “through their life's journey”. Lloyds TSB appointed retail design specialists, allen international, to change the face of their High Street branches. allen international developed a fresh contemporary look for the Lloyds TSB estate comprising of over 1,800 branches.

The retail design strategy was based on a “Britishness” theme communicating a caring, creative and everyday Britain that was reflected in the new colour palette, the materials and furnishings and finally the communications.

The then Head of Retail Banking for Lloyds TSB commented that the warehouse pilot branch presented by allen international was the best conceptual branch she had ever seen. A concept worthy of Lloyds TSB’s position as a leading British icon.

BNL - Forum of Banking

Challenge - Following their partnership with BNP Paribas, Banca Nazionale Del Lavoro (BNL) wished to develop a store environment which presents its expanding product range whilst re-establishing themselves within the minds of existing and future Italian consumers.

Solution - The retail strategy exposed the desire within the bank to be express its “Italian heart and European perspective” and led to the creation of a strategy titled the “Forum of banking”. Designed around 3 key branch zones each intended to deliver an appropriate customer experience the “Forum of Banking” delivered a bright, colourful, welcoming and communicative environment where visitors are encouraged to explore and learn whilst accessing expert advice. By creating a ‘Kit of Parts’ solution based upon the branch concept allen international were able to provide a series of modular elements and planning solutions that could be implemented across the branch network within BNL’s aggressive time scales.

Result - The “Forum Of Banking” concept and subsequent ‘Kit of Parts’ solution has been successfully implemented to over 100 stores. Initial results suggest that in each of these stores there has been an increase in footfall and sales with an average of 3 new current accounts being opened per week above typical branch activity. Supported by these results BNL are stating that the ‘Kit of Parts’ will pay for itself within 6 months – a far greater return
on investment than they had expected.

Glitnir - Radical New Customer Experience for the Branch of the Future

Challenge - Glitnir is at the forefront of Icelandic banking brands. allen international were appointed to develop a radical new design strategy that would fundamentally revolutionise the role of the branch for Glitnir’s customers. A primary goal was to entice existing customers back, while attracting new ones to the brand and place the branch at the heart of the community.

Solution - By developing a design scheme that is extremely versatile, allen international has broadened exposure of Glitnir’s products and services through customer interaction. The newly constructed pilot branch provides a dynamic changing space which makes every visit to the branch an event for the customer, it also ensures customers are served in a relaxed and comfortable environment which helps to build relationships between customers and staff through innovative features and services.

Home Credit - A bank as Comfortable and as Welcoming as Your Own Home

Home Credit is the largest instant consumer credit provider in Russia and the Ukraine.

With the goal of transforming the business into a universal full-service banking provider, Home Credit appointed allen international as its retail partner. allen international’s task was to build on the heritage and strength of Home Credit by creating a retail environment capable of delivering a wider range of financial products.

Inspiration was drawn from the consumer retail environments in which Home Credit earned it's reputation as the leading Point of Sale credit provider.

The branches are clean and bright with warmth and intimacy provided at consultation areas. A manned greeter station welcomes and directs customers answering account enquiries and setting up consultation meetings.

Open teller services have been created, a new concept for the Russian market, this provides a warm, more intimate relationship between the customer and bank.

The bank concept has been designed as a modular solution and is being rolled out across Russia and the Ukraine.

National Bank of Greece - A Nation’s Treasure

Challenge - With 164 years of heritage, National Bank of Greece is more than a bank, it is part of the very fabric of Greek infrastructure and society. Despite being an asset and a differentiator, this history is also the greatest barrier to progress, expansion and change.

allen international were commissioned to completely re-design the customer experience from the ground up. The key objectives for the creative team was to modernise the retail environment and place the needs of their customers first by delivering service excellence. The ambience and appearance of the space needed to reassure the existing older demographic of customer whilst appealing to the growing younger market in Greece that would not presently consider National Bank of Greece the brand for them.

Solution - The introduction of the ‘Concierge’ position at the front of the branch ensures quick resolution of problems and basic account enquiries. By carefully structuring the various customer segment areas a strong focal ‘Active Waiting Island’ was developed at the heart of the branch. This zone totally transformed the atmosphere in the branch by creating a more relaxed and social space for the customer to wait even on the busiest of transaction dates. The ‘Sales Islands’ strategically positioned to the perimeter of the branches provide intimate, comfortable environment for advisers to build closer relationships with their clients. For the first time clearly defined dedicated zones have been developed for Business and Affluent customers.

Standard Bank (SBSA) - Financial Consumption with a Distinctive Taste

Standard Bank (SBSA) is the largest bank in Africa with over 500 branches. Keen to retain its leadership in South Africa, SBSA wanted to keep pace with its rapidly changing marketplace. As its customer base evolved economically the bank wanted to secure the lion’s share of the emerging affluent customer base.

The history of Africa, in particular the sensitivities surrounding apartheid, required a thoughtful and alternative approach to the standard clutter groupings and segmentation models traditionally used to identify profitable customer groups.

Rather than segmenting according to wealth, SBSA chose to use customers’ needs as its starting point. Thus similar need states were used as the primary axis for customer clustering, while also providing the basis for the development of different product types. These products were merchandised according to the life stage and lifestyles of each customer group, resulting in a higher level of personalisation of the branches than was historically possible. Despite starting with what appeared to be a major restriction, the resulting approach achieved a high level of consumer satisfaction and product personalisation leading to higher product sales. At the same time SBSA wanted to adopt the same approach to its African heritage and origins. Product materials embracing the colours, textures and vibrancy of African life were
developed.

Garanti Bank - Integrated New Brand Image through Multi-Channel Distribution Points

Challenge - Garanti Bank, Turkey’s leading privately owned bank, appointed allen international after a competitive design competition between European and US companies. The brief was to maintain their dominant cutting-edge position by increasing the effectiveness of their current branches and enhance their successful segmentation strategy.

Solution - An evolutionary new brand identity was created to signal to the bank’s customers and prospects new and exciting changes. The branch interiors were segmented not only by sub-branding but also by using interior design and communication techniques to inform visitors clearly about the bank’s full range of services. Retail principles such as putting the tellers at the back of the branch were employed to help increase sales and to build relationships. The brand image and systems have been developed in a seemless way from the branch to in-store banking and web-site design.

Result - The majority of Garanti Bank branches were changed to the new design.

Hansabanka - A Pan-Baltic Concept Providing Consistency and a True Retail Experience

Challenge - allen international was appointed to develop a branch and complete communications design strategy that would be introduced across three countries in the Baltic region: Latvia, Lithuania and Estonia.

Solution - By focusing on the needs of the customer, allen international formulated a design strategy built upon two simple principles: establish the correct ‘tone of voice’ and methods for talking directly to the customers and secondly adapting best practices utilised by retailers globally to guide customers towards financial sales.

The branch experience was redefined by offering customers a choice of service routes with reduced wait times, a more open relationship with staff, providing clear spaces within the branch for the bank’s loans specialists and a more upmarket space for high net-worth customers.

For communications, allen international established a simple, contemporary and distinctive style for branches. In contrast to this a more subtle and emotional graphic language was purposely developed for the brand communication. A ‘BrandDNA® Band’ was installed in the branches to guide the customer, a retail technique of high-level department signage often seen in supermarkets, but rarely banks.

Mauritius Commercial Bank

Mauritius Commercial Bank (MCB) is the biggest bank in Mauritius with a select number of branches in neighbouring Mozambique & the Seychelles. 168 years old with an enviable track record, it is the oldest bank in the region. With such a history the primary focus for MCB was its flagship head office branch in Port Louis, which certainly did not reflect the status or heritage of the bank. The branch, at 4,600 sq ft, is spread over three floors.

The first challenge was to maximise the available space by creating footfall through the branch. A number of existing fixed structures, including an enormous escalator and central column needed to be incorporated into the overall design. With these fixtures, the size and layout of the branch resembled a traditional department store, so “department store banking” was developed as the basis of the new retail strategy. The available area was treated like a traditional department store, with space allocated to different banking disciplines in order to create a holistic consumer experience.

The 24-hour ATM lobby was placed on the ground floor, and the tellers were moved to the first floor to stimulate traffic flow through the building. Two entrances were created; one to accommodate corporate and high net-worth clients, the other for courier and transactional visitors. A private clients facility on the first floor was created, allowing the ground floor to focus on the sales process via staff and consultation areas.

Allied Irish Bank - Rationalised Zones Improve Efficiency

Challenge - Allied Irish Bank, Ireland’s largest bank, wanted to develop a more customer-friendly environment with clearly defined service and product propositions.

Solution - It was identified from the research phase that the bank had more than 180 product offers not understood by either staff or customers. allen international’s concept was based on rationalising the product propositions into three clearly articulated product offers and service zones:

• Daily Banking providing all of the customer's regular needs
• Savings & Investments
• Mortgages & Loans

All are supported by a visible customer service area at the heart of the branch and by consultation hubs, which provide one-to-one support.

Result - The initial prototypes were extremely successful, improving product sales and increased migration to alternative delivery channels. The increased efficiency has resulted in greater customer service and more cross-selling opportunities.

Bank of Georgia - Rationalised Zones Improve Efficiency

Promoting a fresh brand presence within a progressive retail environment Austrian-owned Bank of Georgia wanted a fresh presentation of their strong and easily recognised brand identity coupled with a new retail banking environment. Capitalising on their existing brand colour, allen international used it with a pallet of complimentary materials to create a retail-focused environment which is bright and fresh but still recognisable as the brand their customers had come to trust.

The design captured the complex banking practises of eastern europe banking systems with deferential desk styles, expanded merchandising systems, segmented graphics and easy to navigate interiors.

BPI - Cost-Effective Concepts Increase Sales for Retail and Affluent Segments

Challenge - With a new brand identity system in place, Banco Português de Investimento (BPI) needed to develop a branch distribution system that supported the brand proposition of being the ‘more fashionable and progressive bank‘. It had acquired 52 in-store branches to quickly increase brand profile, segmented its target customers into Retail and Affluent and identified ownership of ‘white’ for the brand ‘tone of voice’. For its existing branch network, BPI needed an integrated design system to deliver the branch distribution strategy.

Solution - For the in-store branches, allen international maximised efficiency and minimised cost by creating a modular system based on our Bank in a Box® concept. This used a series of component based formats - 9, 12, 28 and 50 square meters - to rapidly deliver cost effective, high profile, marketing based branches that could be configured to suit individual locations using a approach.

Result - A national roll out of the new branch segmentation concept has resulted in a significant reduction in teller queues, a 30% increase in sales and a new brand culture for customers and staff. 140 branches are now refurbished with the new concept and there has been an increase in market share from 1.5 products per person to 2.0.

CIBC - Modular System Delivers Maximum Impact for Minimum Expenditure

Challenge - A strategy focused on ‘greater, segmented customer, personalisation’ for leading Canadian bank, CIBC, needed a fully flexible branch design system that could be effectively, efficiently and economically rolled out across its extensive branch network.

Solution - allen international developed a new design for a multi-segmented ‘flagship’ branch together with modularisation into a ‘Kit of Parts’ system. Dynamic design concepts centred on free-standing ‘Ambassador Stations’ providing focal points from which all customers were greeted and introduced to products and services or directed to specialist Customer Service Representatives (CSR). Advisor areas were staggered in layout to facilitate an integrated presentation of marketing communications material, together with two sizes of Poster ‘Totems’, whilst ‘GoBo’ lights projected promotional and service messages from within the Ambassador Stations. Branded ‘life-style’ walls set the ‘tone-of-voice’ for the branch and Queuing-stands removed unnecessary barriers and provided additional marketing opportunities.

Result - A flagship and six pilot branches successfully fitted out with the ‘Kit of Parts’ informed by a ‘Use and Impact’ matrix to guide return on investment modelling from full implementation to ‘Best Practice’ brand house-keeping. The first piloted branches show sales revenue targets were doubled.

Deutsche Bank - Revolutionary Design Concept Secures New Business

Challenge - Deutsche Bank wanted a retail design concept for their branches which would take them into the 21st Century and support their implementation of a new retail-style sales and service culture.

Solution - allen international asked the following question: what if the branch were a shop for example, a fast-food outlet, a car dealership or a multimedia store? Developing this thinking meant not merely transferring single elements from the retail world but also taking whole retail formats and applying them to banking. After developing a number of concepts, allen international were asked to pilot two of the car dealerships (the wave concept) and the multimedia store (the island concept).

Result - Initial client and customer response has been extremely positive. The island concept has increased sales revenue by up to 60%, mainly through new customers.

Dışbank - Creative Design Provides Customers With a ‘Bank for Life’

Challenge - Dışbank, one of Turkey’s fastest growing banks, asked allen international to develop a branch concept utilising a strong brand communication wall as part of their competitive distribution strategy for the 21st century.

Solution - A brand communication wall, which houses abstract lifestyle images on a sky blue background, was developed to communicate the brand proposition of ‘The Living Bank’.

The teller transaction area, situated in a highly visible location at the rear of the branch, provides a direct path by which customers are made aware of both the advisor areas and the new graphic communications, thus increasing exposure to products and services.

To migrate customers to alternative forms of banking, there is an internet service area adjacent to the tellers providing customers with software, online banking information and an ISP service that works in conjunction with Dışbank’s e-banking proposition.

Erste Bank - Theatre of Banking

Challenge - Erste Bank (EB) is the leading financial services provider in Central Europe. Recognising the changing needs of the Austrian consumer, EB wanted to develop a new format for its customers providing a stimulating and engaging retail space. Utilising a revolutionary approach to space layout, EB’s concept is based on the dynamic use of the branch floor space for merchandising and retail areas.

Solution - In addition to traditional banking services, ATMs, tellers and sales consultants, the new branches offer consumers a comprehensive range of products and promotional offers, including some supplied through other brand partners.

Result - A number of these external partnerships, for example the EB mobile telephone range and automotive products, leverage EB’s existing commercial partnerships. Every EB branch carries the retail product range, either in the form of a dedicated sales area or as a product wall. In the larger branches the sales area is a flexible space which is also used for special events and promotions. For example, when the opera is performing it is typical for the local branches to host out of hours social gatherings in the branch. The logistics of transforming the sales area into a suitable space to host these events was a specific design requirement of the new branch layout. One that enables the EB branch to function efficiently as a financial centre
during the day, before becoming a social meeting point in the evening.

VÚB Banka - Intelligent Planning and Optimistic Environments Build a ‘Brighter Bank’

Challenge - VÚB Banka, the leading Slovakian bank, owned by Intesa BCI, needed to respond to the dynamic challenges created in the Slovakian banking system by the move from State to privatised ownership. A spirit of optimism prevailed in the country fuelling customer’s expectations for a 'new' generation of banks.

Solution - allen international developed a ‘modern’ branch network in harmony with consumer’s expectations, bringing consistency of representation across a broad and fragmented branch portfolio. By developing a ‘Brighter Bank’ design strategy, centred on the spirit of optimism, we integrated intelligent solutions with optimistic representation. Innovative branch planning and strong ambient colour statements supported this proposition and bridged previous operational and marketing gaps between retail, business and affluent segments. Colour lifted the ‘tone of voice’ of retail environment's and sophisticated finishes and detailing enhanced affluent and business areas.

Result - The concept is being successfully rolled-out to 50 branches achieving branch revenue increases of 36%.

General Optica - Fashion Concept Exceeds Optician’s Sales Plan by 35%

Challenge - To reposition Spain’s leading retail optician, General Optica, as a fashion oriented destination thereby removing negative health associations increasing footfall, creating cross-selling opportunities and driving up repeat visits.

Solution - allen international created a ‘centre of well-being’ concept based on positive emotional values. The scheme enabled General Optica to act as fashion retailer, using interest and style to provide customers with services including health care, fashion items, photographic imaging, internet access and refreshments at the heart of the store. A new area for contact lens solutions increased footfall whilst a graphic communications hierarchy provided exciting lifestyle enhancements to previously bland, price led, promotions. Externally, windows were merchandised with more dynamic, fashion oriented, presentations organised to allow views in store.

Result - Pilot flagship stores in Zarragoza and Barcelona exceeded sales plans by 35%. The concept has been refined into a cost effective ‘Kit of Parts‘ system to enable retrofitting of the 140 store chain on a rolling programme.

Costcutter - Spares No Expense

Challenge - To create a new store concept which needs to be flexible across various store formats.

Solution - Costcutter had never used external design consultants before but realised the convenience food market was rapidly changing and they required a new concept to attract new franchises. From establishing the design brief and understanding Costcutter’s market and positioning, allen international quickly based their concept around the community and the local people who used the store. Due to the nature of the continual retrofit programmes, they developed a series of components which could easily be installed but create maximum impact with the day-to-day customers.

Result - The concept was graphic-led: strong department headers were created, integrating product and people, which immediately projected a warmer and more inviting ambience but also related to the end-user. The concept was applied to the exterior, together with a small evolution of the Costcutter identity.

Natur Produkt - Brand Based Around the “Healthy Family”

Challenge - To deliver a new customer experience through branding and a new retail design concept with a focus on prevention and healthy lifestyle.

Solution - Based in St. Petersburg, Natur Produkt is a manufacturer of pharmaceutical and natural remedies and has a network of pharmacies across Russia. The retail concept has been created to encourage interaction with the Healthy People staff, who are all trained Pharmacists and enables the customer to receive consultation on both medication, vitamins and natural remedies. The concept also includes a health bar where customers can get a simple health check up and advice. Natural materials and colours were used to create a contemporary yet warm environment that retains the sense of assured professionalism that customers need in this market.

Result - The new Heathy People brand was launched in August 2006 and the retail concept has been successfully piloted in four locations in Moscow and St. Petersburg with a nationwide roll-out currently underway.

Petrol Ofisi - Customer-Focused Station Network

Challenge - To develop a strategy which segments the network, based on customer types and needs.

Solution - Based on geographical locations, the three sub-brands; City, Park and Avlu, are utlimately defined by the user type. City delivers a fast, on the move product mix with quick and easy take away refreshment. Park is located on key routes out of town offering restaurant facilities, play areas, wash rooms and products for those longer journeys. Avlu is primarily a rural location providing a more tailored offer to the local village, freshly baked bread and local produce.

Mashreq - Supercharging the Branch Network

Mashreq began life as the Bank of Oman, based in Dubai, in 1967. It grew rapidly over the last forty years and today it is the largest private bank in the United Arab Emirates. The bank recently initiated a new branch design project, but it quickly became apparent that this was failing to meet the desired performance criteria.

Mashreq asked allen international to assess the relaunch, which had already been introduced into a small number of branches, and then devise a design programme capable of application in both the existing 50-strong branch network and new build sites, which would deliver cost savings and revenue growth.

We revised the implementation strategy, developed a digital communications programme to increase sales and cut costs, upgraded the key furniture elements, rationalised the overall build costs and eliminated anything that failed to add value. Our cost-effective modular approach allowed the concept to be rolled out immediately across all existing branches.

Mashreq’s Retail Director, Douglas Beckett, commented: “allen international delivered a thorough assessment of the existing design and implmented a cost-effective customer-oriented upgrade package that allowed us to refocus our investment into areas that would have an immediate positive impact on our business revenues.”

ICICI - An Indian Giant

Challenge - The largest private bank in India, ICICI appointed allen international as its global retail strategy partner. Facing enormous changes domestically, the bank wanted a partner sensitive to the domestic constraints and uniqueness of the Indian market. As allen international’s first Indian client, working with ICICI was a great introduction to a new continent. With an extensive retail network and consumer base the branches are overwhelmed with customers and non-customers. These non-customers are typically messengers for either private clients or corporations. The major challenge was to create an environment not to alienate the messengers but to create a space for customers.

Solution - In understanding the challenges, allen international created a segmented environment which has enabled ICICI to create an efficient business-like zone to deal with messengers. Adjacent to this we have created an enhanced retail experience dealing purely with customers who are now welcomed into the branch and serviced accordingly. Along with integrated merchandise the overall atmosphere reflects local culture and is designed to be delivered within incredibly restricted budgets.

Result - The new branches are currently under construction.

National Commercial Bank - Transactions Play a Secondary Role

Challenge - To develop a successful new identity system which will communicate the new brand values and BrandDNA® of the National Commercial Bank throughout the branches.

Solution - A unique element of the new branch concept was to position the Wessam Lounge for Premium and SMEs on the ground floor and Retail and Transactions on the first floor. A host would assist customers in the 24 Lobby and direct them to their destination within the branch. A key part of the strategy would be for retail customers to pass the Wessam Lounge and to aspire to become a Wessam customer in the future. Once inside the Wessam Lounge, VIP customers would be exposed to a ‘bazaar’ of product shops from mutual funds, investments, local shares, etc, to encourage the cross-selling of the bank’s products and services.

Result - The successful design implementation across the branches, helped NCB to exceed performance levels in its existing network throughout categories including sales, customer satisfaction and migration to alternative channels.

Kreissparkasse Ludwigsburg - Probably the Most Innovative Bank in the World

This banking concept is the first of its kind, introducing a mixed retail and service offer to an existing traditional banking environment.

Banking services are now more efficient and have been condensed to occupy just one-third of the venue, making space for a coffee shop, bakery, Lotto, newsagent and a Tchibo concession, all of which pay rent on the space that was previously under-utilised.

All banking transactions are carried out by automated machines allowing staff to focus on providing direct customer service and increase sales time for cross-selling the bank’s products and services.

Within the new-style banking hall, the focal point for the increased customer-facing services are a number of ‘conversation islands’ where customers can carry out transactions via an interactive screen and consult the universal banking staff who are on hand. The staff are also available to chat informally with customers while they are sitting in the café.

The venue provides a completely integrated offer combining banking solutions with additional third-party offers: the menus in the coffee shop have bank information on the reverse; the newsagent stocks banking literature and Sparkasse-branded merchandise next to the newspapers; and customers signing up for new banking services are incentivised with promotional vouchers for Tchibo products.

La Poste - “Getting it Sorted” for the Belgium Post Office

Challenge - With its main revenue-generating business under threat through deregulation of postal services, the Belgian Post Office realised that it needed to reposition itself for the future. allen international was commissioned to develop a new brand and retail strategy to deliver financial services throughout the La Poste network of more than 1,300 post offices and service points.

Solution - A new brand hierarchy was developed for application to the retail network by incorporating the existing brand marque and projecting the increased emphasis on financial services. Two distinct colour routes, red for postal services and blue for financial, were created and applied to a new exterior signage system giving an equal weight to both business segments. This colour concept was then carried through into the interiors through brand communication, product zones and product/service communications giving to give a clear message as to the breadth of the offering.

Result - allen international also created a new retail concept for the post offices to deliver the retail financial offering and develop the Post Point concept, not only to maintain a consistent brand experience, but also to allow these remote third party locations to become ‘gateways’ to the full range of products and services offered by La Post/De Post.

Raiffeisen Bank AVAL - Small Spend, Big Impact!

In many ways Raiffeisen Bank Aval is a Ukrainian success story; four million individual customers, nearly 200,000 SMEs and over 9,000 corporate clients use its broad range of banking services. It was felt that the branch network of over 1,100 outlets needed to be revamped and modernised if it was to continue growing. In particular, it sought to develop its customer relationships by shifting the emphasis from transactions to sales.

Raiffeisen Bank Aval’s network of branches embraces big cities, provincial and community centres and villages throughout the Ukraine. Our approach was to enhance the retail experience customers enjoy when entering these branches, increasing client satisfaction and therefore boosting sales volume. Our solution was to develop a consistent design style through a modular system.The result is a clean, modern and attractive sales environment in which customers can feel at ease.

The project has been rolled out to around 25 per cent of the existing network. All new branches opened since the launch date carry the complete allen international rebranding. Customer feedback has been encouraging: the branches are easier to navigate and offer additional benefits such as 24-hour service areas. Staff morale has improved due to the airier and more pleasant working environment. As the project continues to roll out, it looks set to consolidate the bank’s leadership position in the Ukraine.

National Bank of Oman

Challenge - allen international were selected to develop a new brand identity and retail experience for NBO, the second largest bank in Oman with over 50 branches. The major challenge was to develop a strategy that clearly positioned the bank and to assist NBO in understanding their local roots but with regional and international connections.

Solution - Through the development of a brand and retail strategy allen international quickly focussed on some key strategic thoughts that positioned NBO as an ‘Omani bank for Omanis’ and a BrandDNA® of being an ‘Enterprise for a new generation’. The brand evolved as the spirit of Oman through colours and soft flowing forms evocative of wind and incense. The retail experience opens from the welcoming nature of Omanis and the ‘majalis’ a place where people meet and converse. A relaxed central space has been created with integrated merchandise surrounded by areas of privacy and consultation.

Result - Pilot branches are currently being implemented and tested.

Yurtiçi Kargo - New Identity and Service-Point Design Differentiates National Courier

Challenge - With over 540 service-points in Turkey, Yurtiçi Kargo, the leading national courier, needed an identity and office design that would represent a new ‘professional’ face to the business and differentiation from global operators and local ‘copy-cat’ competition.

Solution - A customer focused brand strategy informed all aspects of the design and reflected ‘the joy of sending and receiving‘. The new brand identity, evocative of roads, travel and movement, was developed using a unique, modern font, whilst maintaining Turkish heritage. Simple use of blue, orange and white colours maximised ownership and customer retention. A visual hierarchy based on themes of service, promotion and product offering simplified communications in this complex, fast paced, environment.

Our ‘Kit of Parts’ approach delivered consistent, economical application over a wide range of property sizes. Key elements included a communications wall explaining office usage in a friendly, engaging style, Quick Drop-off points, Walk-round parcel receipt desks to remove customer barriers. Product Wrapping areas doubling as staff workstations during busy times and Brand-Wall panels to provided endorsement. Durable finishes and a strong corporate colour palette completed the design.

Result - All offices have now been changed to the new concept with impressive sales revenues.

Intesa SanPaolo

Intesa SanPaolo have retail banking operations in 13 countries, achieved through acquisition and merger over a number of years. The result of this expansion across central eastern Europe and Egypt is a network of banks with independent names, identities and trading styles.

As part of a brand unifying process allen international were asked to create a new retail banking design that could be implemented across the Intesa SanPaolo international network. The design work covers both full refurbishment branches and 'Kit of Parts' solutions for cost-effective rapid rollouts. To date the scheme has be implemented in Romania, Egypt, Slovenia, Serbia and Croatia, with Slovakia just about to start.

The retail design strategy required us to establish strict planning principles to be adopted across the network, based on allen international's best practice models as supported by Intesa SanPaolo Italy. In combination with the planning principals a working practice matrix for the whole international group was generated; from this matrix we have been able to establish which segments and customer types each of the international banks serves.

Matrices for equipment and operational requirements were also established, from these three matrices in combination we have designed a range of generic modules which deliver to 13 countries operational requirements and maintain a consistent brand experience across the network.

Raiffeisen International - Creating a Single Brand Vision

Challenge - With branches across Europe in 15 different countries, Raiffeisen International wanted to develop a single brand vision and branch customer experience. With an expanding product range and customer segmentation the challenge was to develop a design strategy that would shift the emphasis in branch from transaction to sales and service whilst catering for regional operational variations and market opportunities.

Solution - By working with representatives from all Raiffeisen regions, allen international was able to gain an invaluable insight to the different markets and develop a highly original and instantly recognisable communications design that matched the individual marketing requirements of each country. Using allen international’s unique ‘Kit of Parts’ modular system of branch furniture components, environmental graphics and merchandising, a unique and modern branch experience was defined: ‘stepping in to the Raiffeisen brand’. Careful consideration was paid to maximising the outcome of each customer visit, guiding them through the space to deliver a positive experience that will build loyalty and serve the customer better.

Result - allen international delivered a comprehensive design standards manual, detailing all aspects of the concept from facade treatments to interior graphics and furniture modules, and assisted Raiffeisen International to set up a centralised procurement system and detailing for pilot branches in Czech Republic, Romania and Russia. This ensured unparalleled consistency and is already beginning to deliver increased revenues and greater cross-selling.

Cairo Amman Bank - Flexible Banking . . . Open 24/7

Challenge - As market leader Cairo Amman Bank wanted to be the first to bring consumerism to the Jordanian banking market. In order to create a unique offer, the bank needed to understand what was unique and compelling within their organisation and about their brand.

Solution - Having identified the BrandDNA® of Cairo Amman Bank the challenge was to create an environment that both embodied the values of the brand and created a step change in the marketplace. The new branch design, based around an intelligent approach to retailing, is designed to deliver a space that is fresh and open. Termed the “Open Bank” the new branch design maximises retail estate by operating a unique sequential shut down approach.

The lobby area is dressed with a changing suite of product information. Customer quotes and lifestyle images support an integrated product communication platform through which customer can experience different product worlds. The result is a space that is more akin to a retail shop or dynamic exhibition area selling the latest financial products & services than a bank. The new identity was also inspired by the “Open Banking” philosophy through observing nature and the effortless manner in which an opening flower draws towards it an admiring audience.

Result - Mr. Masri, CEO of Cairo Amman Bank, said: “The re-branding of our bank by allen international received overwhelming praise from the market, and was well noticed across the market spectrum. Our new image and innovative branch concept have reinstated our position as a creative leader in our field.”

Türk Ekonomi Bankası - ‘Kit of Parts’ Creates ‘Ideal’ Branch

Türk Ekonomi Bankası (TEB), with a limited branch network of 76 branches, wanted to tailor its positioning in the market place to ‘mass affluent’ professional people following allen international’s retail design strategy. The final core proposition was to appeal to the target consumers with 'customised banking' to offer a personal service that treated all the customers as individuals and tailored the products to fit their lifestyle and lifestage.

To produce an ‘ideal’ branch with service at the heart of the operation, maximising the selling space, introducing a meeter greeter and positioning the tellers at the back of the branch was not possible due to budget restrictions. allen international therefore developed a cost effective ‘Kit of Parts’ that could be retro-fitted into existing branches providing Exterior, Brand Equity, Promotion and Product World zones.

Results of this project have shown sales revenue increases of between 30-110% at an average cost of €10,000-€15,000 per branch.

VABank - New identity and Retail Environment for Reputable Ukrainian Bank

Having established a strong reputation in the Ukrainian corporate banking sector VABank decided to leverage that position and develop their Retail Banking business. allen international was retained to create both a new brand and retail branch concept to allow them to expand their network in the Ukraine from 100 branches to 300 branches by the end of 2008.

Through its various CEE and European shareholders VABank have built a reputation for being knowledgeable of both local and European banking practices and products and from this alleninternational created a new BrandDNA® of ‘Financial Guide’ and developed a retail strategy around the concept of the ‘Centre of Knowledge’. Also, as the European connection is seen as a positive attribute in the Ukraine, the bank was renamed VAB – always to be written in Latin characters (not Cyrillic).

In the branch customers are presented with a number of ‘financial guides’ who have a broad based knowledge of all products and services offered by the bank. They initiate a relationship and offer the most appropriate financial solutions for each customer. The ‘financial guides’ are supported by ‘product experts’ who, although visible from the bank hall, come out of their offices to meet the customers in semi or fully private meeting rooms.

The first three pilot branches opened in Kiev followed by an aggressive roll-out programme and official new brand launch during summer 2007.

InFaradis - Brand and Store Innovation for Spanish Retailer

allen international were invited to develop a completely new brand and store concept for cosmetic retailer, Dapargel. The project included name generation, the creation of a unique brand identity, and a complete retail experience, combining store design schemes with innovative multimedia merchandising.

The brand ‘InFaradis’ was created along with a brand mark which combines overlapping transparent forms to illustrate the duality of the brand and create a strong and memorable identity. An innovative three dimensional brand style was generated to create a fresh, exciting flagship store on the prestigious Passatge De Gracia in Barcelona.

Helm - Using the Five Senses to Communicate with Customers

Having expanded into retail banking following its ongoing success in the Colombian commercial banking sector, Banco De Credito wished to look beyond it’s larger local and global competitors.

The vision was to create not only a revolutionary brand and branch experience but one that, through it’s use of multi-sensory branding, would become a ‘Somatic Marker’ - using the five senses to communicate with customers consciously and subconsciously.

Following a two-day expression workshop exploring the role of the five senses in communicating the brand personality, allen international worked alongside specialists in sound, taste and smell, creating and developing visual and tactile expressions of the newly-created Helm brand.

Using the brand's values and strategic goals allen International created a retail design strategy and branch concept that delivers both visually and operationally innovative environments, selling spaces that communicate and support the journeys of customers and non-customers.

With initial studies indicating an increase in both branch performance and customer satisfaction, plans are already underway to roll out this revolutionary concept across Colombia and the other regions where Helm operate.

Itaú Unibanco - The bank that does not look like a bank!

The merger of Itaú and Unibanco has made it the largest bank in the Southern Hemisphere with nearly 5,000 branches. To complete the union of the two banks, allen international was appointed to redesign the network of branches under the Itaú brand and to make a visit to the branch an enjoyable customer experience.

The most significant change was to make the exterior and entrance of the new branches much more inviting and easier to enter. Revolving metal detector doors were removed and the branded fascia was given a 3D treatment. A Q-matic system was introduced into a waiting area for customers to relax and browse the interactive digital product wall while waiting to be served. Customer segmentation was enhanced by separate areas for Attendimento/Gerencia, Uniclass and Negócios customers through different colours, furnishings and materials. Lightweight screens and friendlier customer furniture support the relationship-focused strategy as well as improve privacy.

The new open branch design is likely to have great impact in the retail banking sector in Brazil, as Itaú customers show their overwhelming approval of the new concept, which will result in competitive banks following this trend. Itaú is on course to change all Unibanco's branches by the end of the year to the new format.