CHALLENGE
Nedbank was seen as outdated, too traditional and consumers felt an update was due. Nedbank needed to be seen as modern, unique, innovative, inclusive, approachable, wise and caring. A new business strategy demanded a new brand strategy. Nedbank’s aim, to be the most admired financial services brand in Africa.
The monolithic brand evolution of Nedbank impacts all the sub-brands. Therefore, how does Nedbank Private Wealth remain exclusive and sophisticated, but still adheres to the new guidelines of the Nedbank mother brand.
INSIGHT
Nedbank Private Wealth's is exclusive and sophisticated. Showcasing unique viewpoints of wealth, abundance and the beauty of nature.
SOLUTION
Building on Nedbank mother brands base, we created a bespoke visual language for Nedbank Private Wealth.
A VISUAL LANGUAGE THAT IS GLOBAL WITH A STRONG LINK TO THE MOTHER BRAND, DIFFERENT, DOES GOOD AND IS EXPERT.
To ensure a bespoke visual language, unique architecture and abstract close-up photography of natural elements show an unexpected viewpoint of natural patterns, portraying wealth and abundance. The abstract close-up imagery must be used along with our ownable patterns.
The patterns take inspiration from the geometric shapes of the N-symbol or the guilloche. To retain a corporate and professional feel the patterns must have a structured, organised and consistent composition. Nedbank Private Wealth clients represent diverse cultures and geographies.
CONSISTENT AND CONSIDERED.
With a strong footprint in Africa Nedbank Private Wealth has a big global presence. To ensure consistency across the board both Nedbank and Nedbank Private Wealth collateral derives from the mother brand templates with the exception to the Nedbank green, which was replaced with black. This enhanced the brand to be more exclusive and sophisticated.
In addition to black, the secondary and tertiary palettes are derived from British and South African notes. They reflect a wide spectrum of colours used for international currencies and brightens up our visual language.
A NEW LOOK TO BE AFRICA’S MOST ADMIRED FINANCIAL SERVICES PROVIDER BRAND.
Agency HKLM
Client / Nedbank Private Wealth
Creative Director / Catherine Kruger
Client / Nedbank Private Wealth
Creative Director / Catherine Kruger
Visual Language Designer / Ruan Thiele
CI Guidelines, Visual Language Roll-out including Quality Assurance on Designs & Asset Management / Simoné Meyburgh