Breathing New Energy into a Retail Banking Visual Identity

Introducing a family of new and dynamic visual language elements, flexible enough to work across all brand touch points.

Breathing New Energy into a Retail Banking Visual Identity

Introducing a family of new and dynamic visual language elements, flexible enough to work across all brand touch points.

Breathing New Energy into a Retail Banking Visual Identity

Introducing a family of new and dynamic visual language elements, flexible enough to work across all brand touch points.

Agency

Interbrand

Agency

Interbrand

Agency

Interbrand

Project

Absa Retail Banking

Project

Absa Retail Banking

Project

Absa Retail Banking

Medium

Print collateral

Medium

Print collateral

Medium

Print collateral

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

Absa’s new visual language went to market in late 2012, and experienced a mostly positive reception. How-ever, after a short time, the brand experienced a decline in consumer up-take of new products and offerings. Consumer feedback and research indicated that the dip was directly related to the introduction of a visual language that lacked flexibility and appeal. Our challenge was to re-elevate market perceptions, and encourage product uptake while working within the existing framework.

The Approach

We aimed to inject new life into all retail communications, by introducing dynamic and flexible visual elements that could be adapted across all brand touch points.

The Response

We developed a new conceptual framework and a flexible visual language, which could be used across all branded channels. The new identity and set of assets successfully elevated the existing marketing collateral with minimal effort and set a firmer foundation for future communications.

My Contribtion

Identity Elements and Bespoke Script Font

Identifier System, Composite Icons and Pictograms

Print Collateral and Advertising Collateral

My Contribution

  • Responsible for conceptualising a flexible, easy-to-implement visual language and brand system.

  • Design presentation decks and present rationales, design directions, challenges, success’s and project milestones to project stakeholders.

  • Design, craft and deliver all final visual assets.

  • Develop typographic and layout systems.

  • Define visual identity style guides.

  • Design and develop advertising template libraries.

  • Design and develop print collateral libraries.

  • Design comprehensive icon libraries and pictogram packs.

  • Develop how-to implementation guides for third party suppliers.

  • Collaborate with client side brand strategy and marketing teams.

  • Manage and mentor junior designers and finished artists.

  • Ensure final assets and prints were delivered to a high standard.

Deliverables

  • Absa Retail banking visual identity

  • Absa Rewards brand identity

  • Custom Absa Apperture script font

  • Advertising templates

  • Icon and pictogram packs

  • Style and visual implementation guides

  • In branch print collateral

Delivery Team

Creative Director, Senior Brand Designer, Mid Designer (3)

Timeline

Scope definition to client acceptance, 6 months.