The Consorzio Camerale per il Credito e la Finanza is a traditional public Italian institution that recently switched its mission to promoting, supporting and encouraging businesses in accessing complementary finance, credit and Fintech. The institution’s mission is to be in line with the market and its target by adopting an innovative corporate imagine reflecting the future. The rebranding project is built on the development of a new logo and a new naming: the institution becomes an innovator in its reference market, without losing its authoritarian tone.