THE DIGITAL DILEMMA
BANCOMAT, an iconic Italian brand synonymous with ATMs and debit cards, faced a two-fold challenge in today’s digital age. First, appealing to a new generation of digital-first users while retaining its loyal customer base. Second, how to streamline operations to maximise clarity, efficiency, effectiveness, and value.

ONE BRAND, ONLINE AND OFFLINE
Italian consumers told us: BANCOMAT’s trusted and reliable reputation wasn’t fit for an integrated payment ecosystem or today’s digital world. So, we helped them evolve. Through rigorous risk assessment and a mitigation strategy we consolidated BANCOMAT, PagoBANCOMAT and BANCOMATPay under the single, powerful BANCOMAT banner. This carefully planned merger considered potential risks and ensured it aligned with their business goals.

BIRD'S EYE VIEW
BANCOMAT's new identity takes flight with a "B" – a soaring seagull, evolved from its original form into a symbol of vision and leadership for the digital age. This "B" is the heart of "hyper-vision," an expansive visual system based on an ultra-wide, hemispherical bird’s-eye view, permeating every pixel of the brand. Its photography captures the boundless financial landscape, paired with custom typography that breathes and flexes with the dynamism of the market.
        Expressive illustrations tell the story of modern finance, while dynamic layouts and captivating motion graphics pulse with energy. Every element of the brand embodies a sense of scale and ever-shifting perspectives, mirroring the constant evolution of BANCOMAT itself. This is a brand built to adapt, expand, and soar to new heights.

LIFT OFF'S PAYING OFF
Integrating the business under a single, strengthened, and repositioned brand is paying off, literally. Our analysis, backed by extensive consumer validation, predicts that BANCOMAT’s new brand will increase its business contribution by 16% and boost brand value by 48%. It is also expected to enhance brand differentiation by 40% and significantly improve engagement with Italian consumers – particularly among younger demographics – thanks to its innovative design system and expression.

“Powered by a strong business case, Landor’s rebrand empowered us to unlock the full potential of our brand – a key asset in achieving our vision. The new BANCOMAT brand fosters bold, emotional, and contemporary connections with partners and clients, paving the way for Italy’s most comprehensive payment ecosystem.” – Fabrizio Burlando, Chief Executive Officer at BANCOMAT