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
Project
Absa Retail Banking
My Role
Senior Brand Designer
Area of Expertise
Above-the-Line, 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.