La Nef

Since 1988, La Nef has imagined a different bank. The cooperative bank strives to make the bank and finance sector sound by financing only ecological, social or cultural projects with citizens’ savings. It's as simple as that. La Nef has always defended a different model for finance where solidarity, transparency and ethics guide every action. However, if ethics is the basis on which La Nef is built, it is not the same for many banking institutions that have decided to use this concept as a new communications tagline. This competitive context threatened La Nef’s specific purpose, uniqueness, and future. FutureBrand accompanied La Nef in its positioning shift from an alternative and committed financial association to THE French ethical bank. 

The signature 'Pour la banque éthique' (For ethical banking) crystallises its position as an optimistic activist to build a different financial model in France. Once its strategic base was redefined, FutureBrand designed a new verbal and visual identity for the brand. La Nef's logo is conceptually anchored in the four main values that make up La Nef's imprint. Four pillars that unite two worlds are perceived as opposites: finance and ethics. The implementation of a strategic process - unprecedented in the company's history - was able to federate and engage the internal team around a modern vision shared and celebrated by all. La Nef now continues its growth with a creative and distinctive brand base. This is essential to positively disrupt the major banks in France and allow as many people as possible to participate in ethical banking. The new identity was awarded a Top/Com Grand Prix in France.