Hamburg Direct Bank
Winner
Excellent Brands
Newcomer Brand of the Year
Credits
Company / Customer
Agency / Design
Details
Hamburg Direct Bank is the newly created digital brand of Hamburg Commercial Bank AG (HCOB). Under this brand, HCOB has developed an online banking platform for private customers. The product focus is on call money and fixed-term deposit products (launch Q1 2026). The challenge: To achieve sustainable differentiation in a saturated market where many providers define themselves primarily by interest rates and offer no distinctive brand identity. Approach: Comprehensive target audience and competitive analysis, and the development of a trust-based brand strategy. The campaign combines emotional brand loyalty with performance-driven elements.
The Jury‘s Statement
In a market where savings offers are largely made interchangeable through rates, Hamburg Commercial Bank uses "Hamburg Direct Bank" to establish a clearly derived position built on trust. The new brand combines the security and seriousness of its origin with a distinct digital identity, precisely articulated in its name, design system and user guidance. For a new market presence, what matters is that strategy, design and internal anchoring all contribute from the outset to the same expectation: a simple, transparent and reliable banking experience.
