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.