Client Profile: A major international financial institution, originally founded in 1473 as Rolo Banca, the UniCredit Group is the result of the merger of nine of Italy's largest banks and the subsequent combination of this with the German HVB Group and the Italian Capitalia Group.

Case: Chinese brand naming
Following the integration with the Capitalia Group, Unicredit reformulated the brand strategy with the purpose to build up a powerful European banking brand focused on people and close to individuals. Unicredit group wanted a name representative of their reshaped identity, the one of a bank focused on people as individuals and aiming at enhancing their potential to make their plans and ideas come true.

Solution: 裕信yù xìn

Unicredit group name translates into裕信yù xìn to be close phonetically and semantically to the original name and convey, at the same time, feeling of trust and reliability.

裕yù: translating in “rich”, “abundant of”, is particularly well suited to name a banking business. Moreover, it well conveys Unicredit brand message: enhancing individuals’ potentials to make their plans come true

信xìn: which means “trust”, “honesty”, “credit”, “faith”, “belief” is selected to convey the brand values founded on close relationships with customers, transparency and a consistent code of conduct.