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New brand and positioning for Bueno

Bueno has always offered a solid and relevant product, but has struggled to reach its core group with a clear and trustworthy message. When Itera came into the picture, the goal was clear: increased visibility, better positioning, and more professional and customer-oriented communication.

Expertise

Design

The challenge

Fragmented profile and wrong focus.

Although Bueno offers banking services to Norwegians with properties in Spain, the visual expression and communication appeared untrustworthy to the target audience. The website had a simple look, characterized by user reviews and little focus on emotional value or service. At the same time, the main message was that the service "only costs 99 euros a year" – something that resonated very little with the affluent customers who might actually be interested in the service.
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Repositioning and premium feel

Itera and Bueno worked closely together to develop a new communication concept and brand expression. We developed "The Basic Package" – a comprehensive service offering in security, insurance, renovation, banking, and electricity, while starting to plan for a future premium "Plus Package." The goal was to create an experience more akin to private banking: personal, reliable, and professional.

The repositioning involved shifting focus from price to value. Instead of merely highlighting product and cost, we emphasized that Bueno offers a genuine partnership where customers receive advice and service at eye level. We drew inspiration from how exclusive banking services are communicated and adapted this to an international context with a focus on the Spanish housing market.

 

Strategy, communication and pace

Together with Bueno, we developed new investor presentations and a clear value proposition. Itera delivered three versions of presentations with advisory services and message development in close dialogue with the client. The collaboration included weekly meetings between Itera and the client to ensure progress and quality during an intensive production period.

Itera also assisted Bueno in defining its market base and future growth potential. In Spain, there are 3.7 million foreigners owning holiday homes — a market growing by over 90,000 new owners each year. This represents significant potential for banking services tailored to their needs. Itera participated in early-stage discussions about expansion into countries like France and Portugal, which increases Bueno's total market to 5.3 million foreign holiday home owners with similar needs as those seen in the Spanish market.

As part of this long-term collaboration, early sketches were also developed for a future mobile application.
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The result: A clearer, more trustworthy banking player

Through close collaboration focused on value, positioning, and communication, Bueno has transitioned from being a good idea with low visibility to appearing as a professional and reliable player in the market. Itera has been an advisory partner in this transformation — and we look forward to following Bueno further on its journey.

Let's talk about design and innovation

Let's talk about design and innovation
Andre Nymoen1 copy
Chief Experience Officer

Andre Nymoen