I-AM - brand identity design & branding agency india

Burgan Bank is a Kuwaiti financial services group and a leading financial services provider in the Middle East and North Africa. I-AM worked with Burgan Bank to produce the branding and architecture of their new Private Banking Centre in Istanbul’s Nispetiye Street, one of the most prominent locations in the city. Workshops were conducted to determine the new brand essence: hand-crafted banking. We then designed an iconic structure that embodies this essence and portrays the private and exclusive experience and services on offer. I-AM created a powerful, eye-catching and inspiring landmark with strong, bold and defined movements ensuring both a functional space where operational requirements could be met, and where a tailor-made and elegant customer experience could be offered. The façade designed with metal plate layers perforated with the brand emblem provides natural light to the building during the day, and highlights the structure through the lighting placed on the inner layer

Nationwide enlisted I-AM to review their brand identity and define a visual language to transform it into a key business asset. Their overarching vision for this emerged from their slogan,‘On Your Side’, and a sense that they should be seen as a ‘Modern British Classic’. Through a holistic approach to the creative development of the brand mark, image style, colour palette and holding devices, we began to tell the brand story more consistently. The iconic ‘village’ symbol was re-drawn with softer lines to resonate with the introduction of more contemporary, rounded forms elsewhere in the new visual language. We expanded these graphic ideas to a suite of simple and distinctive structural devices that harmoniously relate to the core brand values of ‘On your Side’ and ‘Togetherness’. The defined holding device, palette and image style has provided much-needed consistency. This has led to clearer, more direct communications that bring the brand in line with Nationwide’s products and se

As the sister bank of one of Lebanon’s biggest banking groups, was keen to make a big impact on entering the Turkish market. I-AM were commissioned as architects and interior designers for the flagship branch – prominently situated in one of Istanbul’s most prestigious neighbourhoods – as well as the standard-format branches dotted around the city. With its transparent exterior and curved lines, I-AM created a design that is both welcoming and attention grabbing. The inspiring design of the flagship branch has already become an iconic structure within the city. A feature of the branches is to use the latest technology throughout the banking process in order to provide the most efficient and rewarding customer experience. A range of digital tools – touch-tables, tablets, iPhones and interactive screens – are routinely available in waiting lounges and entrance halls to welcome customers and facilitate engagement with the bank’s products and services. As for the flagship branch, the i

IDFC – Indian Development and Finance Corporation had made its mark as the ‘one firm’ that looks after the diverse needs of infrastructure development and has focused on supporting companies to get the best return on investments. In April 2014, it became one of the latest firms, post a lull in license issuance lasting a decade, to receive their banking license. In a market with well-entrenched players, the new entity, IDFC Bank needed to be different with its services and offering. Banks within India are seen more as product pushers and less solution providers. IDFC Bank saw this as an opportunity in which it could position itself as a true financial services provider by keeping the needs of the customer first. Thus was born the idea of the “Un-Bank”.I-AM was tasked with carrying forward this brand idea. I-AM carried out extensive audits in the banking sector and mapped a distinctive and memorable customer journey which was a first within the Indian banking category. Drawing on its

CREATING THE BEST ONE-TO-ONE BANK BRANCH CONCEPT With the goal to become the best one-to-one bank in Serbia we designed a concept that evolved the role of staff and better integrated the technology within the branch experience. We worked with the Société Générale team to develop a modular branch design, which radically improved the ‘welcome & enquiry’ stages of the customer journey, with an enhanced self-service experience to transition clients from traditional to digital channels. We also developed a kit of parts, that formed a flexible and engaging concept toolkit applicable to existing and future sites. Société Générale’s Customer Analysis and Journey Mapping We began by analysing Société Générale’s new target audiences, existing clients and the previous operational model. To do this, we visited 3 cities, and spoke to 19 customers across 3 customer groups, as well as branch teams. This profiled the lifestyle and banking, habits and needs of Société Générale customers; nec

CREATING A DIFFERENT BANKING EXPERIENCE FOR BAWAG P.S.K We worked with Bawag P.S.K. to transform their branch network, following the split from Austrian logistics and postal service provider Post office. Collaborating closely with the core project team, consulting Bawag P.S.K. head office, branch staff and customers along the journey, to create the ‘branch network of the future,’ addressing the everyday needs of their loyal, 2.2 million strong client-base, and also to improve the integration of their online services. A key component of the brief was to provide differentiation to local, national and international banks in highly competitive market, whilst creating a welcoming environment where customers feel at home, facilitating strong relationships with its existing clientele and attracting new customers. Based on this, we created a concept for three new branch formats – Flagship, Advice Centre and Kiosk – to address varying the customer needs across the Bawag P.S.K. network. We

Fullerton India started its India operations in 2007, and today it is one of the leading NBFCs with a pan India presence. With a valued strength of 13, 000 employees, it offers financial support and partnership to over 2.8 million customers, across 626 branches. Fullerton India operates in the niche sectors, and provide financial access to the underserved and unserved segments. Fullerton India Credit Company Limited is a wholly owned subsidiary of Fullerton Financial Holdings Pte. Ltd., which in turn is a wholly owned subsidiary of Temasek Holdings Pte. Ltd., Singapore. In an underpenetrated financial market, the opportunity to make a difference is tremendous. However, in our analysis of the various offerings in the market, we learnt that most of the players did not provide all the requisite information and solutions. We conducted a workshop with the key team members of Fullerton wherein we identified this as a key insight. In fact, most people end up availing of the wrong financ

THE NEXT GENERATION OF AGILE BRANCHES FOR BANCO DE BOGOTA AT1/11 Bogota Flagship Opening and Medellin Universal Branch Design We worked with Banco de Bogota to design their next generation branch formats, to enhance their customers’ banking experience across their network. With increasing new players shifting the bank experience from physical to digital, banks are faced with customers that have new mindsets and rising expectations. People expect products and services anytime, anywhere, any place. We helped Banco de Bogota develop a branch network strategy that responds to their various customer segments’ evolving digital needs and lifestyles. During workshops with the Banco de Bogota team we reviewed the customer hierarchy and branch user groups informing the branch typologies. We also investigated the customer journey touchpoints, to define their new operating model and the integration of technology within the branch experience. Visiting 20 of their branches across 3 core citie

REVITALISING APS MALTESE BRANCH DESIGN How do you approach the customer banking experience and deliver a set of design guidelines for future site developments? That was our task at I-AM alongside on-site local architecture firm Forsite. Driven by new levels of consumer expectations and demands, and to unleash the potential of APS we aimed to raise the bar of its customer journey whilst echoing the brand’s essence. APS History and Values APS Bank was established in 1910 as one of the projects set up by l’Unione Cattolica San Giuseppe. It was created to encourage saving habits amongst the working class. Since then it has grown into an efficient and trusted financial institution retaining personal banking as its central strength. APS’s history in banking spans across one hundred years, which has undoubtedly influenced the core values and social responsibilities they hold as a bank. The first and most significant venture was the establishment of a Savings Bank in 1910. Another, was

T.box is the original brand of Boyner/Aymarka Group and has been reincarnated through the collaboration of I-AM’s London and Istanbul design teams. I-AM created the new brand for T.box by developing a new identity, brand communication and store design concept. I-AM have taken the new T.box identity to shopping centres and high streets all around Turkey and it seems to be causing quite a stir! The brand has continued to grow, gaining a new stream of loyal fans. We are sure that T.box will continue to stand out in the Turkish retail market. What we did Brand Identity Brand Application Retail Strategy Interior Design

With five existing stores across London, Vital Ingredient appointed I-AM with the aim of re-packaging their brand and visual language for large-scale roll out expansion. The work carried out by I-AM revolved around the Vital Ingredient proposition of providing food that is healthy, wholesome and tailor-made (and not a sandwich). The key challenge was to communicate the offer, and a very large menu, in a clear and informative way. The result is an experience in which customers can understand the process quickly and simply so they get exactly what they want and enjoy the selection and preparation that takes place right in front of them. What we did Brand Strategy Brand Positioning Brand Identity Competitive Market Review Interior Design Packaging Design

McArthurGlen Designer Outlets approached I-AM Beyond to generate an awareness strategy to align them with premium fashion brands. I-AM Beyond rolled out the ‘ Spirit of Fashion ’ awards in collaboration with the Royal College of Art, championing emerging British Designers. I-AM Beyond generated a below-the-line strategy based around a touring pop-up store. Showcasing an exclusive collection of men’s and womenswear by award-winning fashion designers Carolyn Massey, Matthew Miller and Rachel Barrett, the store popped up in key retail locations including London’s Covent Garden, Manchester’s Spinningfields and Glasgow’s Princes square.
The touring schedule included events over London Fashion Week, exclusive blogger’s events and private press and VIP events for McArthurGlen’s clients. I-AM Beyond delivered the complete project from conceptualisation to fit-out, shop management, location sourcing, managing and promoting parties, collaborations with fashion bloggers, sourcing and managin

Long associated with motorsport, Castrol are embracing football as a way to widen their franchise and appeal. As part of that strategy Castrol was a major sponsor of the UEFA European Football Championships in 2008. In support of this, I-AM created a simple yet effective lock-up incorporating the iconic Castrol brand mark and the UEFA Euro 2008 event logo. This was used alongside a series of effective communication devices that brought the brands together with the common thread of ultimate performance. The new visual identity gave credibility and meaning with Castrol’s association with the beautiful game and was rolled out across all Castrol communications well before the first whistle was blown. What we did Brand Strategy Brand Mark Brand Identity Visual Language

Having redefined the humble sandwich with Pret A Manger, Julian Metcalfe embarked on a mission to bring delicious, affordable and healthy fast food to the masses through a national network of eat-in and take-away Itsu restaurants. I-AM were asked to communicate the Itsu brand story and design the ultimate Itsu restaurant experience. I-AM set about communicating the benefits of Itsu through a new personality and delivered this message through every possible expression of the brand from Potsu one-pot meals to coffee and frozen yoghurt. A complete restaurant experience is delivered through a soft and warm aesthetic designed to appeal equally to all five senses. The Itsu experience designed by I-AM has been rolled out across the UK, and a whole new audience is being introduced to the benefits of healthy eating. What we did Brand Identity Brand Application Interior Design Packaging Design Multi-sensory Consulting

Whitbread commissioned I-AM to refresh their logotype and identity as part of a scheme to create a new narrative for the company. They also wanted replace the final remnants of an ex-brewing reputation that still existed in some areas. Whitbread is not a customer facing company; rather, it is the bedrock foundation beneath a family of brands. As such, I-AM identified two high priority target audiences: while it was important for Whitbread to be seen by those in the City as a well-run and dynamic business it was also important for employees to view Whitbread as a place they could be proud to spend their careers. I-AM have positioned Whitbread as ‘the eat, sleep and drink company’ – both an indication of the activities of the business and an expression of the commitment the employees have towards the company and its customers. What we did Brand Mark Brand Identity Brand Guidelines Visual Language

I-AM Beyond have been working with Shaftesbury to create compelling retail destinations and brand awareness campaigns for some time. Shaftesbury commissioned I-AM Beyond to review Seven Dials in Covent Garden and establish it as a destination retail area. I-AM Beyond conducted a branding exercise to define the essence of Seven Dials culminating in a re-brand and re-alignment of the area. With a new brand vision for the ‘discerning modern shopper’, our team has worked with Shaftesbury to roll out the new brand proposition. This process has incorporated new collateral, a new website, pop-up store strategy, retail mix strategy and ongoing brand awareness campaigns that are fully in-line with Seven Dials’ target audience and the retails brands that want to attract them. After the successful re-launch of the area and trade-focused events such as the Pop-Up Raffle incentive, I-AM Beyond are continuing to work with Shaftesbury to communicate their brand essence. What we did Pop-up S

Adidas were implementing an aggressive global brand development strategy that included the introduction of a revolutionary new footwear customisation concept, Mi Adidas. I-AM were asked to create a unique brand language and in-store customer experience to communicate the proposition’s unique benefits. I-AM worked with the Adidas marketing and product development teams to develop a clear brand communication strategy and new Mi Adidas visual language. With the launch of the new fully integrated Mi Adidas brand language and in-store experience, the concept has built a new level of engagement between consumers and the Adidas brand. What we did Brand Identity Brand Application Visual Language Interior Design

Klinik 32 is a newly established dental clinic situated in Nişantaşı, Istanbul. I-AM were commissioned to design a new patient experience for the clinic that included designing the branding as well as the interior design of the space. The eye-catching and cosy design sets the benchmark for future medical clinics. I-AM proposed an approach that differentiated the space from other conventional clinics. The aim was to create a homely environment where customers can feel relaxed. With its warm atmosphere and friendly design I-AM proposed an alternative to the cold, white-wall appearance of medical institutions. Home-like qualities such as wooden floors, coloured walls and pendant lighting were implemented to serve this goal. The result is an atmosphere that makes customers feel welcome and less intimidated. I-AM proposed an alternative design approach to the health sector that has been very well received by staff and patients alike. What we did Brand Identity Brand Mark Brand Appl

The arrival of new competitors, and the arrival of email and web have meant that the past decade has been one of transformation for the Post Office . I-AM were asked to re-think the Crown Post Offices and create an efficient experience that would build the Post Office brand perception over the next ten years. Taking such a well-loved, recognisable brand and adapting it for an ever-changing market place was an exercise in simplification and clarity of communication. The mark itself was stripped back to basics with a brighter, cleaner colour palette. The visual language style utilises a friendly type style and simple illustration. The customer process in the new Crown Post Offices also required a rethink of the communication strategy to help reduce waiting times. Central to this solution was the goal of removing the infamous standing queues from the Post Office. This goal has now become a reality. The ideas that I-AM developed are now being rolled out across the nation’s Post Office

The Chilango experience is ‘a stampede of Mexican flavours’; the name, mark and visual language had to deliver on this promise at every touch-point. The creation of a new name and language lifted an existing offer into a dominant position in the London fast-casual market. I-AM created a kit of key elements that can be applied in all branding environments. There is the ability for the brand to grow and adapt to different locations and market places. Neon, graffiti, religion and wrestling are all in the mix. The result is a modern and urban brand that captures the bustle and excitement of Mexico City, and the spice and colour of its street food inspired menu. What we did Name Generation Brand Identity Visual Language Restaurant Signage Website Design

By working closely with an ambitious and willing board, we implemented a radical shake-up of the business, touching every aspect of the bank’s workings and functionality. The new identity is both ultra-modern and corporate, yet radiates warmth and simple accessibility. The functionality of the branches now places the customer and their needs at the heart of the bank’s operations. The new brand and branch experience is being rolled out across the entire New India Bank estate . Twelve months after the opening of the first site the performance has greatly exceeded the board’s expectations and has been warmly received by both customers and staff. What we did Brand Strategy Brand Identity Brand Application Interior Design Website Design