In early 2017 GE Money Bank, the financial specialist in automobile credit, a subsidiary of the American group General Electric, formalized its takeover by the investment fund Cerberus, which manages more than $ 30 billion in assets.
As part of this takeover, Cerebus mandated CBA Paris to support it in the transformation of its brand.
The challenge was to assign a specific identity to this new autonomous entity while maintaining a link with the customers acquired before this transformation.
CBA was asked about the issue of naming, visual identity, brand territory, and then on the digital transformation of the brand.
Beyond these first projects, and building on the success of the solutions offered since 2017, CBA supports My Money Bank on all of its communication topics.
