At a time when public opinion of the financial sector was low at best, "la Caixa", a Catalonian bank founded in 1904, found itself in need of a transformation from a savings bank into a banking foundation. In order to communicate this transformation, "la Caixa" would need to convey that while the transformation would entail numerous changes in terms of its legal framework and corporate structure, it would still maintain the values and identity that identified it from its inception.