DESIGNA MAGAZINE DESIGNA ISSUE III 2019 2

FEATURE BRANDS AND REBRANDS A LOOK AT THE GOOD FORTUNES THAT CAME WITH NATIONAL BANK REBRAND AWARD WINNING PROJECTS FROM INTERBRAND SAMPSON DE VILLIERS Project Title: National Bank of Kenya Brand Identity Client Name: National Bank of Kenya -nationalbank.co.ke CREATIVE TEAM Creative Director: Anton Krugel Lead Designer: Blake Anderson Architect (@126 Group): Nic Ristic Symbol and logotype In 2014 National Bank had a Rebrand and within the same year the bank had experienced an extensive rebirth even managing to win some local and international awards. Project Overview: NATIONAL BANK OF KENYA REBRAND Industry Setting National Bank of Kenya, one of the top banks in the country, was widely perceived as quasi-governmental, old-fashioned, bureaucratic and inefficient. Challenge Under a newly appointed CEO, NBK's business strategy was rewritten and our task was to develop a brand strategy and brand identity that would help propel NBK's reputation to that of a modern, lean, efficient and customer- focused bank of first choice. And, regain their previously held position as one of the top five banks in Kenya. Strategy Our brand design solution was underpinned by the new brand proposition: Be the change that empowers your future, and the creative idea that flowed from it: Be different. Application- retail bank interiors Design solution A simple, contemporary and boldly African brandmark and visual language were developed. These drove the design of modern, clean and efficient retail banking interiors that are unique and differentiated in a highly competitive market. Result Both public and media reaction to the new National Bank brand has been extremely positive, along with reaction to the greatly improved business results for the 2013/14 financial year. At the 2014 Kenyan Think Business Banking Awards, the National Bank CEO was nominated as the Banking CEO of the year. National Bank was also recognised as runner-up in the Best Bank in Product Innovation and Fastest Growing Bank categories. In addition, a Distinction Award from the internationally recognised REBRAND 100® Global Awards was won by the new brand identity in 2014 Application- retail bank interior iconography and signage Application- website May - June 2019 | D E S I G N A

DESIGNA MAGAZINE DESIGNA ISSUE III 2019 2 | Page 51