Type of Industry
ProvidusBank is an innovative ﬁnancial institution that offers customised business solutions and advanced products that include: Business Advisory, Portfolio Management, Personalised Relationship Management, Fast-tracked Service delivery and Self-service solutions. A brand positioning, pay-off line, corporate identity, complete set of applications including cards, corporate profile, signage, ATM and branch design was developed in line with the bank’s brand strategy of ‘Future Forward Banking’.
Hitchcock Michalski was appointed to provide a branding and corporate identity solution for a new Nigerian financial brand that conveys to the market place that ProvidusBank is a dynamic and responsive financial institution. To signal to the market the bank’s innovative brand positioning and to support the institution’s new pay-off line “Future Forward Banking”.
We commenced with a brand audit, investigating the strategic objectives, the product offering and the target user, through a combination of personnel interviews, client research and desk research. We then proceeded to develop a comprehensive brand positioning and competitor analysis.
On developing the ProvidusBank corporate identity, we considered the Physical Attributes, the Functional Attributes and the Design Constraints. We designed the ProvidusBank corporate signature based on the bank’s 5 key values of – integrity, tenacity, excellence, teamwork, and entrepreneurial spirit. The bank’s values are represented though 5 forward moving bands, forming the dynamic hexagonal ProvidusBank logo-mark. The colour palette of cool grey and yellow expresses the gravitas, prosperity, optimism and warmth of the bank.
We incorporated a ‘dynamic panel’ across the visual language which effectively created a unique and own-able style element across a multitude of touchpoints, from corporate stationery, bank cards, advertising campaigns, website and social media design to informing interior environmental design, 3D signage and ATM executions.
A comprehensive, easy to use brand style guide was developed, detailing all the logo controls and collateral elements designed and their application, thus ensuring a consistent brand expression across all touchpoints, 2D and 3D.
We created a platform for sustained relevance in the face of hard working competition, giving the identity along with the branch environments and signage – longevity derived through simplicity and good design principles. The identity respects the core values and vision of ProvidusBank whilst ensuring an approachable and contemporary image.
“Hitchcock Michalski has designed for us a world-class brand, one that delivers instant brand equity and customer affinity. However, their strength is not only in what they have developed; but in the depth of their experience, their creativity and the speed with which they approach every brief. I have enjoyed working with the team of professionals who have worked on creating the ProvidusBank brand identity. We believe we made the right choice by choosing Hitchcock Michalski.”
– Dafe Ivwurie, Head, Brand & Corporate Communications, ProvidusBank.
“Hitchcock Michalski is proud to have been selected to develop and craft this innovative Nigerian financial brand, ensuring design excellence and differentiation, enabling it to stand head and shoulders above its contemporaries and competitors, creating a world class image for the new guy on the block”
– Fiona Hitchcock, Managing Director