With a very limited budget, we had to create an inspiring internal concept for employees and express the idea of reinvention in a compelling yet simple way - to build a new corporate culture from scratch. The message was simple: if the entire financial industry is constantly being questioned, a change of attitude was required to reinvent the business and the way things were conceived, thought of and delivered.

“Reset” is the key concept that runs through the Bankia Brand, conveyed through an idea as simple as using a pencil, an eraser and a piece of paper. With these simple tools, we developed a technique that illustrates and inspires the idea. Bankia is the new way of doing banking, and “Reset” is the mindset we need to better accomplish the difficult task of restoring people's trust in the banking industry (and ultimately in Bankia, our new brand).

The "Reset" concept is still the main motive of the Bankia campaign almost 2 years after it was first launched. Bankia is a brand which uses a direct, simple and clear language and the public values it because of it.