Design Delivery Within an Established Brand Framework

Maintaining brand consistency, while finding ways to innovate for evolving corporate communication needs.

Design Delivery Within an Established Brand Framework

Maintaining brand consistency, while finding ways to innovate for evolving corporate communication needs.

Design Delivery Within an Established Brand Framework

Maintaining brand consistency, while finding ways to innovate for evolving corporate communication needs.

Agency

Interbrand

Agency

Interbrand

Agency

Interbrand

Project

Absa Corporate Coms

Project

Absa Corporate Coms

Project

Absa Corporate Coms

Medium

Digital, Print, Broadcast

Medium

Digital, Print, Broadcast

Medium

Digital, Print, Broadcast

Snr. Brand Designer

Snr. Brand Designer

Snr. Brand Designer

Area of Expertise

Communication Design

Area of Expertise

Communication Design

Area of Expertise

Communication Design

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.