Standard Chartered Bank
Reflecting the image change
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.
A young and fresh image needed to be created without losing seriousness for a heritage-banking brand.
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
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.
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.
More Case Studies