BNP Paribas Personal Finance is the specialist subsidiary of BNP Paribas. Although BNP Paribas Personal Finance has its own visual identity, it is a "trade" and not a commercial brand. To carry its activity to the public, it relies on the brand Cetelem.
In 2007, in an ultra-competitive market where defiance is in order, the challenge was to re-brand the trade mark to create attractiveness and reassurance around an intangible trade.
To meet this challenge, the agency imagines a visual identity integrating the character who, for some campaigns, has already accompanied the advertising speech. It becomes the emblem of the company and its business.
Creation of the visual identity, brand platform and all the codes that will be applied as part of its everyday use.

Since then, the agency has been supporting BNP Paribas Personal Finance in the creation or use of branded tools for internal and / or external use.