The project that talks about credit in an ethical way

Written By Carl De Gussem

Crédal

Alternative credit today

Missions

Brand Strategy & Positioning – Creative Strategy – Full Rebranding – Consumer insight – Team motivation – Brand Language

Agency 1MD / Dear Darling
2021 - 2023

 
“Crédal puts forward a real commitment to society. This revitalisation is what I like best about my job: working with the client and its teams to find a sharp, inspiring way of making its brand exist, both internally and for its audiences..”
 

The brief

“Help us modernise”.

An ethical finance cooperative, building an inclusive and sustainable society, where money is used for the common good.

Launched in the 80s and driven by a militant spirit, Crédal felt out of breath in its image, positioning, discourse and form, even though the staff remained highly motivated and the need for micro-credit is eminently contemporary.

 
 

The approach

Complete redesign of the brand. A strategy of co-development via workshops with the main staff players to come up with a sharp positioning, based on pride in not acting like a bank, and a light, clever brand language.

 

A new look & feel, a multi-media campaign and a new tagline:

Let's provoke change!

 
 

Ethical and/or non-profit communications experience

  • MicroStart

  • Cap48

  • Fost Plus

  • European campaign against Poverty and Social Discrimination

  • European campaign against the Gender Pay Gap.

Carl De Gussem
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