Standard Chartered Bank

Reflecting the image change

Background

When Standard Chartered Bank acquired Grindlay’s Bank, a younger, more dynamic identity was introduced. Standard Chartered Bank approached Elephant to reflect this image change in all their retail interfaces through visual merchandising.

Challenge

A young and fresh image needed to be created without losing seriousness for a heritage-banking brand.

Strategy

Elephant analyzed existing Standard Chartered branches across India to understand the division of time spent in specific zones by customers, their expectations from the interaction points, and created a suitable co-relation between these two facets

Solution

Merchandising devices were designed in colours with materials to appeal to younger audiences and strategically located to communicate bank offerings at different interaction zones effectively. A manual was developed for retail strategy and design standardization across branches.

Result

The new visual standards were implemented across Standard Chartered Bank branches in 2004 within India. The design guidelines and parameters in the manual also facilitated standardization in some other Asian countries.
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Client:
Standard Chartered Bank
Project:
Visual Merchandising
Sector:
Banks
Key Deliverables
Merchandisng devices
Touchpoint strategy

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