Background for the process
A lack of order, organization and hierarchy between the bank's various products, services and segments
Mizrahi-Tefahot, Israel’s fourth largest bank, resulted from the 2005 merger between United Mizrahi Bank Ltd. and Tefahot Israel Mortgage Bank Ltd. Within several years, Mizrahi–Tefahot established a strong market position as a respected brand with a new image and differentiated brand language. However, the bank had evolved since the merger, and was organized into different segments that offered new products and services, which were individually branded without an overall vision. The result was disorder and no clear hierarchy within the bank’s broader brand portfolio.
Formulating a suitable brand architecture for Mizrahi–Tefahot
Since the merger, the Mizrahi–Tefahot brand has proven its position within the market. Open’s challenge was to create a suitable brand architecture that would help leverage the Mizrahi-Tefahot brand as an umbrella brand. At the same time we had to create a brand strategy that expressed the organization's evolution, while at the same time differentiating the larger bank in the market and defining the hierarchy among the various brand entities operating under the bank’s umbrella brand.
Creating a clear hierarchy between the various brand entities operating under the Mizrahi-Tefahot brand