With over 140 years of history and more than 20 million customers, Banamex had a unique opportunity to reassess business challenges, enhance its appeal among new audiences, strengthen its leadership, and prepare for its IPO.

The goal was to craft a modern, relevant identity that reflected the bank’s commitment to customers, businesses, and Mexican society at large.

Partnering with Interbrand, Banamex embarked on a transformative rebranding journey to reinforce its position as El Banco Nacional de México (The National Bank of Mexico), reaffirming its promise of proximity, trust, and commitment to the nation.

At the core of this transformation was the modernization of Banamex’s most iconic symbol, the rosette, serving as the foundation for a more dynamic, flexible, and recognizable visual identity—one that preserves its distinctiveness and instant recognition.

Key design elements included an expanded color palette, a versatile graphic system, a custom typeface, and a photography style that authentically captures the essence of Mexico. The brand was also adapted for digital environments with motion elements and a revitalized sonic identity that reinterprets the classic Leonora Banamex melody.

Additionally, the strategy incorporated digital banking optimizations to attract younger audiences, a crucial demographic for the brand’s continued growth.

But how can such a well-known and strong brand continue to evolve? How can the brand be elevated to a new level without diluting its core? And how can the business behind the brand open up new growth opportunities while preserving the brand’s legacy?

As part of the answer to these questions, BUGATTI has recently expanded its product portfolio and invested further in technological innovation. To ensure that the BUGATTI brand continues to fit this evolution, the time was ripe to adapt the brand strategy and experiences to this new direction and ambition.

The goal of BUGATTI is clear: to move out of the category of “Hyper-Cars” and into more comprehensive, holistic luxury experiences to explore new revenue sources, and enable consistent and coherent brand experiences across all established and newly created touchpoints.

When Chile’s LAN and Brazil’s TAM airlines merged in 2016, Interbrand’s economic market sizing model gave them the confidence to make a bold move: they would drop two highly successful national carriers and re-brand to a single unified voice. This move aimed to create a striking new flagship that would showcase the region’s best to the world.

Since then, LATAM has navigated an intense phase of  brand implementation, weathered the storm of a challenging pandemic, yet emerged stronger, reimagining the role it aspires to hold in each of the countries where it operates.

This store was 55^th overseas store of Matsumotokiyoshi, and its first Global Flagship Store, which is positioned as a symbol to express the brand concept, provide a cutting-edge approach to customer experience, and accelerate further overseas business development in the coming years. This flagship store was opened in Causeway Bay, Hong Kong’s most core area, where many people are constantly coming and going. The major challenge was how to provide in-store services, create experiences, and communicate the brand to young people and tourists in Hong Kong, who are familiar with Japan but always seek novelty, are digital natives, and are genuinely conscious of authenticity.

Such ideas were embedded in various ways in the actual shop. Super-large digital signage boldly installed on the exterior featured the motion logo and an animated concept movie. In the interior, the lighting with pop-colored neon tubes and the effective use of typography transformed the theme into a customer experience with a sophisticated feel. In this way, customers can feel and experience Tokyo today, even while in Hong Kong.

On the grand opening day of the Hong Kong Causeway Bay store on October 21, 2022, a long line of people waited in front of the store to see it open, and the store welcomed many more visitors than expected. The store features a cutting-edge information and private-label brand products from Japan, as well as “NAKED FLOWERS FOR YOU – BLOOMING GARDEN,” an interactive art exhibition that allows visitors to explore the store using all five senses for the first time in Hong Kong. The unprecedented customer experience, which includes a customized digital experience based on AI-based facial analysis data and recommendations of cosmetics suited to each individual, has been very well received by the Hong Kong public.

In a world where prominent figures in culture and sports have transformed themselves into bold statements (think of Michael Jordan, Roger Federer, or LeBron James) that expand across various arenas, the question arises: How can Rafa Nadal’s influence be harnessed in a genuine and relevant manner? How can we maximize its potential and extend it beyond the confines of sports? These were some of the inquiries Interbrand had to address when approached by Rafa Nadal’s team in Mallorca, Spain.

Subsequently, we activated our Brand Economics lens to assess, prioritize, and mitigate risks associated with the identified opportunities. We quantified the potential alignment of Rafa as a brand in different arenas (Explore, Express, Learn, Thrive…), modeling financial success for each option.

Simultaneously, a renewed brand strategy was developed, providing the necessary foundation to define a consistent ambition and path aligned with the insights gained from the previous exercises. All of this landed in a new brand mantra “Inspiring people to achieve their own ideal,” which encapsulates Rafa’s purpose and serves as a guiding light for future business decisions.

The outcome of the exercise identified a series of business verticals in which the Rafa Nadal brand could and should establish a presence.

We defined the new brand strategy and targeted “moment maximizers” and “enjoyment masters,” profiles drawn to Mediterranean culture but who also seek to savor local flavors in key destinations. ZEL offers these “buyer personas” exciting experiences while focusing on their well-being through a comprehensive and balanced interpretation: energy and excitement fluctuate throughout the day, encompassing a wide range of offerings, including gastronomy, training, live music, leisure and more.

The brand strategy and expression were just a small part of the work. We inspired and created the entire brand experience from ground up: service principles, interiors, common areas, textiles and textures, architectural features, furniture, colors, lighting, sound, food & beverage, partnerships, amenities, artwork, and so on.

The name ZEL is inspired by ‘cel,’ the Majorcan word for ‘sky,’ transporting us to a place where life (and ZEL hotels) is best enjoyed: outdoors.

With the ambitious goal of establishing 25 destinations globally within the next five years, ZEL aims to export the Mediterranean lifestyle to key international audiences. ZEL offers exciting and immersive experiences with a Mediterranean flow, giving you the opportunity to connect with yourself and others in a lively way. Its experience revolves around well-being but in a joyful and vibrant manner. It’s a space where ‘things happen,’ where creativity is celebrated, and gastronomy is experimented in open air. Ultimately, it’s a place where life is enjoyed in the way one would expect from the Mediterranean.

Most importantly, Rafa Nadal has embarked on a journey to transform his legacy into an icon that inspires everyone to pursue their own ideal.

With the desire to create impact by redefining its role within the competitive landscape and society at large, Kerakoll partnered with Interbrand to disrupt the industry paradigm and evolve its brand and business. The result: shifting from being a building material supplier that fulfills functional needs and focuses mainly on B2B targets, to an aggregator of people, products and services within the industry.

In close cooperation with all company functions, Interbrand structured customized processes for Kerakoll through an inside-out and outside-in approach.

“For us, process is content: a robust and engineered process is pivotal. That’s why we’ve always worked collaboratively with the Interbrand Team to structure the best journey for our needs.” – said Alessandro Dondi, Brand Marketing & Communication Director, at Kerakoll Group.

In a highly fragmented and complex sector such as construction, Kerakoll has the ambition to evolve from being solely a material supplier to become a platform for trust, efficiency and excellence.

Championing valuable relationships becomes key within the brand strategy: with the desire to transform the usually painful building process into a pleasant experience for all, Kerakoll exists to connect the best B2B and B2C stakeholders along the value chain, and ultimately build better places to live. “Building Better Together” sums up the new brand trajectory and becomes an internal and external guide for how business decisions are made (i.e., developing new services, solutions, technologies and initiatives).

The brand evolution and desired impact were also reflected on an experience level. Interbrand supported Kerakoll in rethinking the whole offering architecture and packaging system, as well as in redesigning its logotype and visual identity.

With the post-spin brand architectures decided, we then embarked on three simultaneous brand strategy and identity work streams, with Interbrand teams dedicated to each of the three now-separated organizations. The new brands—GE HealthCare, GE Vernova, and GE Aerospace—are designed to build upon the strength of their shared heritage while setting forth their own unique ambitions to meet the most urgent challenges facing their respective industries: from delivering precision patient care for a growing global population, to leading the transition to a sustainable energy future for our planet, to inventing the future of flight for generations to come.

Established in 2002, the Zigbee Alliance was formed to create, maintain and deliver open global standards for the IoT. With the Alliance having outgrown its name and direct 1:1 connection to its original protocol, Interbrand’s challenge was to create a new brand that could represent the Alliance as the foundation and future of the IoT and as an organization with far greater reach and responsibility, enabling collaboration and innovation across the industry.

Our challenge was to help the Connectivity Standards Alliance define the underlying technology and create a brand that could withstand the test of time. The goal was to create a name, symbol and visual expression to signal that the new foundation of IoT connectivity has arrived.

This new connectivity standard promises to deliver new levels of simplicity, reliability and interoperability for the IoT, previously brought to audio and internet connectivity through other Interbrand named standards like Bluetooth and Wi-Fi.

Today, Matter has made Apple, Google, Samsung, Amazon, and other tech company devices compatible, creating a newly connected experience for smart device consumers. As of April 2023, over 750 devices have been Matter certified. This connectivity standard delivers new levels of interoperability for the IoT – the kind of clarity that Bluetooth and Wi-Fi brought to audio and internet connectivity.