Fortuneo is a leading and profitable French online bank.


As one of the market leaders in France, the brand reached a pivotal stage of growth, with two key objectives: accelerating acquisition among younger users through the Fosfo card, and increasing conversion to paid offers among more established customers through the Black card.

However, the brand identity had become dated and no longer reflected Fortuneo’s ambition to become France’s most loved free online bank. The perception was too “cheap” and lacked premium cues. The challenge was to elevate the brand experience to attract new customers while maintaining trust and loyalty among existing ones.

Transform Fortuneo into a more desirable brand, without losing what makes it unique: being France’s most affordable online bank.

To fuel its next growth phase, Fortuneo needed a refreshed image to acquire 18+ users with the Fosfo card and grow premium adoption among 35+ customers with the Black Card. The challenge was balancing a premium, expert positioning while staying price-led without drifting into either “too premium” or “low cost”.

The goal: a clear promise premium yet accessible, competitive yet human and always free.

The “0” is at the heart of Fortuneo’s promise: free banking. We turned this benefit into a bold brand idea by transforming the 0 into a signature graphic element a dynamic “ball” that brings motion, playfulness, and desirability to the brand.

Because customers care about the numbers How much do I earn? How much does it cost me? Where does my money go? we built the entire proposition around one simple truth: the numbers matter, making Fortuneo instantly recognizable while turning “free” into something premium and emotional.

To warm up its image and stand out in a banking market dominated by a single major player, Fortuneo leaned into its greatest strength: its numbers. We created a brand territory that is engaging, transparent, and distinctive, by reclaiming data as both an emotional trigger and tangible proof. The new identity is built around clear, relatable, and accessible messaging, brought to life through premium visuals that highlight the offer’s key benefits (zero fees, responsible investments, etc.). The result: a spectacular increase in brand awareness, consideration, and account openings (+77%), proving the power of a bold, honest, and confidently stated message.