The rebranding project of Ayndeh Bank started when the bank wanted to change its identity from a regular private bank to a bank for special customers in order to strengthen its position in the market. However, the lack of eye-catching and distinctive features in the design and brand personality was a serious obstacle to the realization of this new strategy.
Wend’s strategy team conducted a study to evaluate the audience’s perception of the future bank (Audience Perception). The results of this research showed that the target audience categorizes the future bank among the normal banks of the country, not a distinctive bank with a special value. Therefore, in the first step, the intended goals of brand development should have an objective and tangible expression in the visual identity so that the bank’s specialness can be seen by the customers of the branches.
According to the request of the bank managers to preserve the previous identity, first it should be determined what elements of the future bank’s identity are prominent in the minds of the audience. The state of Brand Recall and Brand Recognition of Ayndeh Bank indicated that the audience knows the bank’s logo well, so keeping the current logo structure would not affect the project. However, maintaining the brown color was extremely problematic.
By replacing the golden color on the white background, and slightly changing the form of the logo, we changed the face of Future Bank from a normal private bank to an ideal bank for special customers. The visual identity was aligned with the verbal identity of Aydeh Bank – “The future is bright”. In the course of the compiled strategies, a new visual identity was developed for all the “contact points” of the bank, and a comprehensive brand book with more than 200 pages and about 500 designed files was compiled.