The Challenge
Within the constraints of an established brand framework, I was tasked with delivering innovative below-the-line communication solutions tailored to the diverse needs of Absa’s departments and functions. Each project demanded a unique approach, ensuring consistency with the brand while addressing specific business objectives.
The Approach
By understanding Absa’s core brand values, reviewing their past executions, analysing both successes and challenges, and empathising with specific departmental needs, I was able to apply just the right amount of creative license to deliver effective on-brand solutions.
The Response
Designed, directed and delivered a variety of projects that not only satisfied specific business objectives but also harmonised with Absa’s established visual identity. Each deliverable adhered to the brand's core guidelines while introducing enough distinct elements to enhance its overall equity. The work brought a fresh perspective to the brand, elevating its value to employees and stakeholders, by successfully balancing innovation with familiarity, ensuring the brand remained recognisable, yet still met business needs.
My Contribtion
Abacus Magazine: Editorial Design
Absa Brand Standards: Collateral Guidelines
Absa Self Service Banking: Interactive Terminal
Absa Today Corporate TV: Broadcast Design
Absa Today Corporate TV: Broadcast Design
Absa Today Corporate TV: Broadcast Design
Service Excellence Training: Print Collateral
Absa Money Museum: Environmental Graphics
My Contribution
Conceptualising design solutions that address specific business needs
Design, craft and deliver a variety of assets
Range of project types: Visual identities for programs products and initiatives, Interaction design, Editorial design, Broadcast and Set design, Packaging design, Environmental and way-finding graphics, Print communications, Supplier Collateral Guidelines
Manage and mentor junior designers.
Build and present presentations to stakeholders communicating, rationales, design directions, challenges and project milestones.
Deliverables
Absa Brand Standards (brand guidelines)
Self Service Banking (interactive terminal)
Absa Today (on-air broadcast pack)
Better Together (direct mail music packaging)
Entrepreneurs Centre (environmental graphics)
Service Excellence (training manuals and branch collateral)
Absa Money Museum (environmental graphics)
Delivery Team
Senior Brand Designer (1), Junior Designer (1)
Timeline
Design and delivered individual projects over a period of 3 years.