TARGET PICTURE: SPARDA BANK HAMBURG
  • Finance
  • Dialogbild

As northern Germany’s cooperative bank with the largest membership, Sparda Bank Hamburg combines modern and digital banking services with personalised advice. Through its 19 branches in Hamburg, Schleswig-Holstein and northern Lower Saxony, it is committed to serving its customers and the wider region.
To bring its vision to life, Sparda Bank Hamburg turned to DIALOGBILD.

During a one-day workshop, an initial outline was developed in collaboration with the bank’s Executive Board and senior management, with its content aligned with the bank’s goal pyramid. Using the bank’s core values as a foundation, strategic principles, core business areas, competitive advantages, strategic objectives and the overarching vision were set out.

At the centre of the image is the large new headquarters building – the Sparda-Bank Hamburg Campus in Hamburg Ottensen. Particular emphasis is also placed on the major business area, which is represented by various landmarks of the respective cities.

INTERVIEW WITH THE CLIENT

Axel Krohn

General Representative / Press Spokesperson

Why is visualising the vision so important to you?

When it comes to communicating goals and strategy, it is always important to get all staff on board. By visually distilling the vision, we create a modern and engaging interpretation that stands out clearly from purely written documents.

How was the visual vision developed? Were there any workshops or creative sessions?

We developed the vision during a workshop with our senior management and the Executive Board.

What role does the construction of the new headquarters play in the vision?

The construction of our new headquarters is a major project and a clear statement regarding our growth trajectory. The new building is specifically designed to meet our company’s future needs. In addition to our employees’ requirements for a state-of-the-art building, the focus here is on topics such as digitalisation, connectivity and process orientation, ensuring that the new building is architecturally aligned with our strategic needs.

How do employees react to the visual representation of the vision?

The image encourages discussion – the visualisation allows employees to engage with the topics from a different perspective, and it is precisely through dialogue that goals and strategic implications can be effectively communicated.

How do you introduce new employees to the vision?

The image is an integral part of our onboarding process.

How do you ensure that the visual vision remains present in day-to-day work and is not just shown once?

We regularly incorporate the image into our events and have embedded it on the intranet as an online module.

THE SKETCH

Sparda Bank Hamburg Zielbild Skizze

SOME SCENES AND THEIR MEANING


Sparda-Bank Hamburg is also active in the property sector and acts as a strong partner in the financing of building groups and housing cooperatives.


Mortgage lending has always played a key role in Sparda-Bank Hamburg’s cooperative identity.


A modern working environment and technological capabilities enable contemporary meeting and working formats.


A wide range of training and professional development opportunities benefits staff and the bank as a whole.

The Sparda real estate project in Geesthacht was also accurately re-illustrated.

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