HDFC Bank

Reversing the effects
of brand identity dilution

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BACKGROUND

Assessing and redefining the role and impact of existing identity elements

HDFC Bank grew rapidly to be the largest private sector bank in India by market capitalization, with a network of more than 2400 branches and 7000 ATMs. With growth and the introduction of digital technology, came the challenge of maintaining visual synergy for the brand. Our brief from HDFC Bank was to ensure a distinct, homogenized visual identity for the masterbrand and sub-brands, across all channels and touch-points.

APPROACH

Extending integrity of masterbrand and strengthening the sub-brands

We conducted an internal design audit across touchpoints to reveal limitations and opportunities of the current identity, evaluating individual elements to assess existing strengths and gaps. Since the current identity was well recognized, we decided to energize, evolve and optimize existing brand assets, rather than revolutionize or create something new.

SOLUTION

Evolving and revitalizing visual systems to maintain relevance

We explored creative concepts which were adapted in ATL, BTL, direct marketing and digital. We had to ensure sub-brands had their own distinct identity, yet were synergized with the masterbrand. We worked together with employees and suppliers to ensure standardization in all channels. Visual templates with easy-to-follow guidelines were created for effective and impactful usage of the brand assets, across offline and online touchpoints.

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Industry: Financial Services, Banking

Project Scope: Brand Identity Guidelines, Digital & Retail Branding, Brand Collateral

Industry

Financial Services
Banking

Project Scope

Brand Identity Guidelines
Digital & Retail Branding
Brand Collateral