Working in a fast-changing environment and with clients whose needs were evolving, Crédit Agricole d’Ile-de-France wanted to know how to better reflect its specialization in both banking and insurance. In 2006, the bank was in full expansion with more than one million customers and plans to open 50 new branches.

Crédit Agricole d’Ile-de-France asked Dragon Rouge to create a new brand positioning that highlighted its differentiating qualities and values while respecting the signature of a group focused on long-term relations, and showed that expansion and service quality can go hand in hand.

Dragon Rouge worked with the idea of a “new” bank focused on making people’s lives easier. Better than a posture, “making banking easier” would become a bona fide brand spirit displayed on the outsides of the network branches as well as sales and marketing materials and the online banking activities.