ProvidusBank Brand Identity
Banking and Finance
Brand new to the Nigerian banking industry, ProvidusBank needed to deliver a completely new brand, from concept to a 360-customer experience.
Positioning a new Nigerian Bank
Services:
Brand strategy
Brand Identity
Website
Mobile app design
Environmental design
Retail communications
ProvidusBank was launching off a clean slate to take its place as a new player in Nigeria’s competitive banking landscape. The bank needed to be positioned to deliver a high quality, differentiated but consistent customer experience, embedding a customer-centric culture across all levels and channels of the bank.
Challenge:
After a comprehensive and in-depth industry comparison and qualitative Nigerian consumer profiling, we determined a key strategic thrust to differentiate the brand. Consumers were after personalised service that delivered innovative value.
Approach:
From its purpose to its personality, we also workshopped brand values that would resonate across the bank, unifying employees and defining the customer experience.
Brand values:
We shifted the bank’s focus from product profitability to customer profitability. Positioning the bank around customers, not the other way around.
Strategic direction:
The branch’s interior, signage and ATM design was developed to continue the Future Forward narrative at this critical, physical, consumer touchpoint.
Environmental design:
In honour of the Future Forward ethos that ProvidusBank embodies, we developed a coffee table book called ‘Pioneering Spirit’. Encapsulating the brand’s core values and driving purpose.
Book Design:
Providusbank had a 5-year window for becoming profitable as a new bank in a crowded financial market. We created a strong, standout brand within this cluttered market, a definitive and detailed style guide that was followed accurately. With no ATL communication whatsoever in the first two years of business, the brand was well received and highly regarded and the bank started making a profit after 2 years of operation, 3 years ahead of schedule.
Return on Investment:
Testimonials:
"We had the opportunity to work with Hitchcock Michalski on the entire branding for ProvidusBank from conceptual stage to implementation, and the result of what we have is undoubtedly a world class brand identity that speaks volumes for a new institution like ours."
Walter Apkani
CEO Providusbank
Hitchcock Michalski has designed for us a world-class brand, one that delivers instant brand equity and customer affinity. However, their strength is also 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 and Corporate Communications