NBFC brand transformation beyond gold loans
Elephant Design repositioned financial identity through approachable visual language, delivering a trustworthy comprehensive NBFC image.
Go Beyond Gold
Elevating Financial Confidence
Consumer and Customer Analytics
Brand positioning strategy 
Transforming a gold loan provider into a comprehensive NBFC through modernized branding that emphasizes customer-centricity, approachability and financial trustworthiness across multiple touchpoints. 
Beyond Gold Loans
Indel Money, a subsidiary of Indel Corporation, established a strong reputation in Southern India primarily through gold loan services with over 200 branches in Kerala and expanding presence in Tamil Nadu, Andhra Pradesh, Delhi and the Andaman Islands. Despite their commitment to transparency and straightforward dealings in an industry often lacking these qualities, customer perception remained limited to gold loans. The company faced the challenge of evolving its outdated, siloed identity to reflect its comprehensive NBFC status while maintaining the trust they had built with customers. 
Adaptable Financial Ally
Indel Money aimed to reposition itself as a friendly, approachable financial partner that customers could confidently approach for all financial needs, planned or unforeseen. This aspiration was translated into a comprehensive visual identity that balanced professionalism with warmth, incorporating a distinctive smile in the logo to break down intimidation barriers typical in financial services. By unifying messaging across touchpoints and extending their comprehensive service portfolio beyond gold loans, Indel Money sought to transform from a regional gold loan specialist into a trusted, full-spectrum NBFC in a competitive market. Friendly Professionalism
Trustworthy blue balanced with warm vermilion tones. Upward arrow maintained for growth symbolism continuity. Letter "e" incorporates smile conveying approachability. 
Cohesive Service Portfolio
Unified visual language across financial offerings. Typography pairs Aftika Soft Bold with Amino Regular. Consistent smile motif reinforces friendly financial partner positioning. 
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