Revitalizing CZ Bank: A Modern Take on Traditional Banking

Hongbin Yang, Shuai Wang and Qina Qiu's Award-Winning Rebranding of CZ Bank

With over a decade of history, CZ Bank had established a strong visual identity. However, as the bank sought to position itself as an innovator for the new age, a fresh brand identity was required. The challenge was to modernize the bank's image while respecting its traditional roots.

The design team, led by Hongbin Yang, Shuai Wang and Qina Qiu, embarked on an intensive three-month research process. They conducted deep interviews, focus groups, and visited CZ Bank branches in six cities. Their findings revealed that the bank's century-old store style was disconnected from the new age and its younger audience. The brand image needed to be refreshed, agile, and holistic.

The team's solution was a new logo that symbolized "embracing the new". The design, resembling hugging hands, was a visual representation of the bank's readiness to welcome the new market. The logo managed to strike a balance between modernity and tradition, a testament to the team's innovative approach.

Another significant aspect of the rebranding was the introduction of the "energy bar". This red bar, part of the visual identity system, was used across multiple interfaces, including websites, ad posters, stationeries, and social media. It even evolved into an IP icon, acting as a chief insights-finding officer to seek young people’s underserved financial needs.

The rebranding was a success, attracting young people and inspiring employees. The project's ingenuity and execution earned the design team the Silver A' Design Award in 2019, a recognition given to designs that demonstrate outstanding expertise and innovation.

In conclusion, the CZ Bank rebranding project is a prime example of how design can bridge the gap between tradition and innovation. It shows how a well-executed design can energize a brand, engage a new demographic, and inspire a sense of pride among employees.