As a younger bank among 12 joint-stock commercial banks in China, CZ bank aimed to be with its customers to embrace the emerging opportunities occurred from the New Economy movement that China is going through. In 2016, CZ bank launched its new brand strategy, and decided its value proposition as an energizing agent to financial ecosystems. A rebranded style – logo, colour, typography and other elements, such as retail design – updates the look of the original image of transactional bank, highlighting its holistic, vibrant and agile personality, while recognizing its legacy. The new visual identity introduces an impactful change in brand communications and reframes CZ bank as a customer-centered banking image.
By providing a system with the assets to support its broad reach across markets, results are visible. According to Brand Finance Banking 500 2017, the most extensive analysis of the world’s top 500 banks, CZ bank increased its brand value by 129%, and became one of top 20 banks with high increase on brand value. The refreshed brand was also highly recognized by peers and customers. Till last May, number of individual customers increased by 70%.