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Ubank 2011 REBRAND 100 > merit

Enterprise Rebrand
Country Base: South Africa
Industry/Sector: Financial Services, Insurance
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
Teba Bank was set up for mine workers who are very poorly educated, blue-collar labourers, mostly illiterate and before Teba Bank, were most likely part of the unbanked South African market.

Challenge/Strategy
The bank wanted to aggressively increase its customer base and attract customers from all spheres of life. They wanted a new brand image that would not be tarnished by the stigma of being a bank just for mine workers and appear more modern, urban and become a bank people would aspire to join. Given that there are 11 different indigenous languages and cultures in South Africa, the name of the bank was carefully developed to overcome these difficulties – also making it easy to pronounce, hence the name ubank.

Given that Teba Bank was set up to take care of the financial needs of a specific community, they have always been seen as a community bank who cares about its customers and understands their unique needs such as education, dignity, accessibility and trust.

The bank wanted to keep this essence – and the name ubank implies to customers that it is a bank – about you and for you. Hence ‘Growing with You’

Result
The new brandmark, derived from a fingerprint with concentric circles growing outwards, elegantly captures the bank’s heritage and is inspired by miners, many of whom could not write, and used their thumbprint instead of a signature. Orange represents the African sun and the grey stripe spoke for the mineral Platinum, one of South Africa’s biggest mined exports.


Credits:

Client: Ubank - www.tebabank.co.za

Brand Strategists/Designers: The Brand Leadership Group - www.brandleadership.com
Chief Strategy & Creative Officer: Thebe Ikalafeng
Creative Director: Jonathan Auret
Brand Activation Director: Sue Rowan
Copywriter: David Holland
Industrial Designer: Dante Lupini
Interior Designer: Jacky Allart


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