We worked side by side with the internal marketing department to create a visual identity capable of engaging with new sensitivities — environmental, social, communicative. The result: a renewed logo, brand guidelines designed for every context of use, a color palette centered on green as a symbol of trust, transparency, and rebirth. Everything has been conceived to generate coherence and recognizability, from the visual aspect to the institutional tone.
We worked side by side with the internal marketing department to create a visual identity capable of engaging with new sensitivities — environmental, social, communicative. The result: a renewed logo, brand guidelines designed for every context of use, a color palette centered on green as a symbol of trust, transparency, and rebirth. Everything has been conceived to generate coherence and recognizability, from the visual aspect to the institutional tone.
In a time when banks must become increasingly human, understandable, and responsible, the project has taken shape with a clear objective: to update the visual identity of Monte dei Paschi without altering its value. Not a skin change, but a measured evolution. The starting point was listening: to the people, the territory, and the history.
