A large privately owned bank wanted to refresh its brand identity to reflect its new strategic direction. In spite of being an established presence, brand recognition remained low and associated brand values were scattered and inconsistent. The aim was to launch a fresh brand identity to reflect the new direction of the organization.
The process began with detailed consultative discussions with management on the strategy and direction of the bank. Using their vision as a guide, management selected the identity that they felt held the most resonance for the stakeholders, both internal and external, followed by the rollout across the organization. The process included: