Case Studies

FAYSAL BANK CORPORATE GUIDELINES - 2012

  • CHALLENGE:

    • After acquired the RBS operations in Pakistan, Faysal Bank suddenly had a very diverse portfolio of products with specific communication needs.
    • As a result, both internal and external communication become inconsistent. The corporate brand stood for nothing!

     

    OBJECTIVES:

    • Using various research and agency planning tools, weave a brand essence for Faysal Bank.
    • Develop a brand communication and identity guideline that assures clear, consistent communication without any compromise on individual product needs.

     

    BIG IDEA:

    • Brands stand for their ACTS, not just their ADS. “Bank on Ambition” was crafted as the brand essence after a lot of research and brainstorming.
    • Comprehensive, flexible and evolving brand guidelines were developed and implemented in a 2 year long project

     

    RESULT:

    The campaign achieved:

    • Synergy across all brands, sub-brands and JVs
    • 11% increase in brand awareness and TOM
    • Training of the entire corporate brand, marketing communications and product management teams on the new brand, its guidelines and usage

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