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...