When we won the international pitch to overhaul the image of Caixa Economica de Cabo Verde, their communication was inconsistent and made unclear about services. We completely changed the bank’s visual communication to one focus: the client’s point of view and set up the base for a long-lasting communication. All that under the umbrella of the bank’s claim “Caixa. O banco que combina comigo”.
From credit cards …
Within a complete 140 pages design manual, Extractdesign defined all aspects of visual communication. From credit cards to interior design. From logo-redesign to advertising, from signage, to website. An introduction campaign communicated the new image and included TV-spots, billboards and even an own anthem (recorded in Cape Verde, the US and Europe) featuring a variety of famous musicians, including Lura, one of the most recognizable African singers.
… to branch design.
Caixa’s branches received a much lighter interior design, with a mix of international and local ingredients. Clear focal areas lead clients the right way and warm tones make clients feel welcome. Extractdesign designed and successfully mounted these branches in a variety of locations. This all integrated look made Caixa become Cape Verde’s most important bank and continues to be a benchmark in Cape Verde advertising.
Time to say: Thanks!
When Extractdesign was asked to create a 90 years campaign, we decided it would be time, again, to put the client in focus. It was time to say “Thank you for 90 years at your side” instead of a boring “We are 90”. All photos and films in this campaign were done with real Caixa employees. For print communication, we created diferent posters for diferent location, so that Caixa employees would always be shown exactly on their island. This is especially effective as people in Cape Verde know each other on diferent islands.
Join the letters.
When the Caixa employees (dressed in suits and with big green letters in their hands) walked around the Cape Verde beach, a leading local businessman saw us filming. He approached his Caixa representatives and said: “Aah you are working with Extractdesign. Than don’t worry. It’s going to be a nice result”. Here is the long version of the video, of course we did 20 second films, too. But see for yourself. By the way: Thank you means “Obrigado” in Portuguese.
Tasks executed by Extractdesign: Consultancy, corporate design, interior design, architecture, corporate claim, design manual, advertising films, photo-shootings, storyboards, credit cards, advertising radio spots, billboards, posters, trade fair stands, brochures, website design, logo re-fresh, custom-made furniture.
Copyright: Extract Associated Designers, Caixa Económica de Cabo Verde