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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.


The Challenge

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.


The Solution

Creating a clear hierarchy between the various brand entities operating under the Mizrahi-Tefahot brand

Open decided to leverage Mizrahi-Tefahot’s success as a strong umbrella brand, using this “super-brand” to represent most of the bank's activity. The umbrella brand language would be used to describe general offerings made to the public, such as advertisements and checking accounts. Yet we defined each of the bank's main segments (executive banking, business banking, investments and young customers) with unique language and a clear method under the super-brand. We chose the Infinity symbol to describe the sub-brands relevant to each segment. Moreover, we treated these strategic sub-brands individually with a differentiated logo and language. 
As part of this framework, we rebranded Mizrahi-Tefahot's international and private banking segments with new ad designs, stationery, branch pamphlets, customer postal products, and folders. In addition, the Tefahot, Live and Card brands were refreshed using a clear method and guidelines. At the end of the process, we created a brand book that would serve the bank and its various suppliers for the future. The book included the guiding principles for the brand architecture, with instructions for arranging the brand portfolio and implementing the process in the retail environment and through advertising. 


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