The Polish financial concern Getin Holding had recently purchased a Romanian banking and lending company and sought to rebrand with its own "Idea Bank" brand. To implement the brand in Romania, they hired Brandient. The localised brand launched on April 22.
Brandient's strategy was rooted in the name "Idea" as an expression of its positioning, "building on a promise of simple, fresh, flexible products and services".
The existing logo used by Idea Bank in Poland was subtly refreshed by placing its four dots symbol between Idea and Bank, thereby helping establish "Idea" as a masterbrand for various sub-brands (such as Idea Leasing, Idea Expert and Idea Brokers). The double dots can also be used as a double colon or hashtag in advertising and other communication.