Banca Ifis
A success story
Banca Ifis is a challenger bank that has been supporting the real economy for nearly forty years Thanks to a unique, specialized, and diversified business model, it meets the needs of both individuals and small to medium-sized enterprises. A renewed identity has defined the brand’s new market positioning, including its value proposition. Inarea was entrusted with shaping the Brand Architecture at the corporate level, as well as for products, services, and special projects, and with developing the brand’s communication languages and tools. Additionally, Enrico Giaretta, Inarea’s Sonic Brand Director, created the brand’s sonic identity—not only the main brand theme but also a complete on- and offline sound kit. The brand now sits at the center of a unified, simplified system, offering a coherent and consistent proposition.
Brand Architecture and Editorial Design: When a Single Mark Becomes a System of Expressions
The rebranding project revolves around the payoff, “The value of growing together,” and the symbol of the flower, which synthesizes multiple metaphors. On one hand, it represents evolution and metamorphosis; on the other, the digital bloom evokes the future while respecting tradition. The flower is composed of a circular graphic element that represents the beating heart of the bank—its people—while the modular language illustrates the different business units generated from a single matrix. The new brand’s color palette draws from the influences of digital transformation and the colors of nature, with a progressive selection of graduated tones that create movement, depth, and transparency. The Brand Architecture is organized around the flower icon as a constant reference within the universe of the Bank, in a unified and simplified system that coherently and consistently streamlines the universe of pre-existing brands.
Sonic Identity Design: The Concept of Growth, Expressed Through Music
For a bank that adopted the payoff “The value of growing together,” it was essential to convey the concept of growth through music.
To this end, drawing inspiration from “La tartine de beurre” by Wolfgang Amadeus Mozart—one of the bank’s cultural touchstones—a musical theme was composed for Banca Ifis in the key of C major, exploring the infinite range of intervals possible within a ten-note scale.
Thanks to a wide range of variations—using both real and imagined instruments—the glissato becomes not just a sound logo, but a true expression of sonic growth, embodied in a gesture that transcends the constraints of traditional musical structure. From the main musical theme, several functional sound elements were derived, including email in and out notifications, a battery alert, and a ringtone.
