With over 1000 banks and 25% market share, the Volksbank Raiffeisenbank consortium (VR Bank) is the second largest banking network in Germany (based on private accounts). CardProcess is a VR Bank subsidiary responsible for credit and debit card processing for all member banks. Traditionally, its marketing communication had been directed internally to their member banks. However in 2013 credit card acceptance was added as an additional service. This meant that the company would now need to create marketing materials directly for VR Bank business customers.
Even though VR Bank is one of the most widely recognized and trusted names in Germany, its customers were not familiar with CardProcess. By combining the new card acceptance service with some of their pre-existing products, CardProcess could create a total card acceptance service package leveraging the familiar VR Bank brand.
The new service package brand was named VR pay. We developed a visual identity that made clear it belonged to the trusted VR Bank family. Yet it was important that the consumer understood that VR pay represented its own unique system of products and was something new. Also it needed to harmonize with the pre-existing CardProcess corporate design.