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WHAT
Formerly known as Šiaulių Bankas, Artea is a Lithuanian financial institution offering banking, leasing, insurance, and investment services to individuals and businesses. After merging with INVL Retail and expanding its expertise, the bank approached us to create a new brand that could support its expanded ambitions. The challenge was to move beyond its regional image and establish a clear, unified identity - one that reflects its full capabilities and positions it as a modern Lithuanian financial partner for any private and business client.
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BRANDTYPE
Nurturer type brands are committed and supportive partners who work assist their stakeholders with needed resources for growth.
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INSIGHT
Although the bank had one of the widest service networks in the country and a growing range of expertise, its name - Šiaulių Bankas - anchored it to a single - Šiauliai - region, limiting how people perceived its relevance. The turning point came with the realization that the bank’s greatest strength wasn’t just its scale, but its proximity: it was physically close, culturally aligned, and deeply embedded in everyday life. In a market increasingly shaped by distant decision-making and foreign ownership, this closeness became the defining advantage - and the foundation for a brand built on being always closer to the client.
POSITIONING
There was a clear need to reflect the bank’s expanded role and national reach. The strategy focused on reinforcing Šiaulių Bankas commitment to being deeply connected to Lithuania - physically and culturally. The bank needed to evolve from being perceived as a regional player to a modern financial partner with national relevance. The positioning centered on the idea of a bank that is always closer to its clients, evolving alongside their needs, and providing long-term, trusted relationships grounded in local understanding and expertise.
RESULT
The rebrand culminated in the renaming of Šiaulių Bankas to Artea, a name derived from the Lithuanian word “artėja” meaning “coming closer.” This name symbolizes the bank’s expanded capabilities and its commitment to staying closely connected with its client needs. The renaming not only reflects the strategic shift but also streamlines the bank’s brand architecture, unifying all its group companies - banking, leasing, insurance, and investments - under one cohesive brand. Artea is now positioned as a modern, national financial partner, with a renewed focus on adaptiveness, expertise, accessibility and national role. This transformation simplifies the customer experience, strengthens the bank’s market presence, and reinforces its ambition to become the leading bank in Lithuania.
Upon the public presentation of the rebrand to it’s shareholders on Nasdaq, the bank’s stock price rose considerably to the 2nd highest value it has ever reached so far, signalling broad support in the new brand direction.
