Transforming retail banking via an array of design solutions
Elephant Design created unified customer experience zones, delivering consistent brand identity across diverse banking touchpoints
Expanded Growth
Strengthened customer relationships.
Conducted nationwide branch research
Developed customer-first experience zones
Created comprehensive guideline manuals
Extended design principles across platforms
Implemented visual identity system.
The comprehensive design solution transformed Axis Bank's physical presence through a logo-inspired visual language system that unifies the customer experience across branches, ATMs, and specialized centres throughout India.New Generation Banking
Axis Bank positioned itself as a new generation private sector bank in India's increasingly competitive financial landscape. The institution recognized that each branch serves as a crucial brand ambassador where customer experience directly impacts retention and growth. As the banking sector evolved rapidly with changing customer expectations, Axis Bank needed to ensure their physical spaces aligned with their modern banking approach. They engaged Elephant Design to develop a comprehensive retail banking experience that would encompass visual identity, interior design, signage, communication materials, and customer touchpoints across their extensive network of branches throughout India.
Aspirational Banking Spaces
Axis Bank aimed to create a distinctive and consistent brand experience that would stand out in the competitive banking sector while facilitating effective sales and service delivery. The bank aspired to transform standard banking environments into contemporary, aspirational spaces that would strengthen customer relationships and drive growth. Their goal was to develop a scalable system that could be implemented across their nationwide network of branches, ATMs, Retail Asset Centers, and SME branches. The design needed to reflect their commitment to innovation while ensuring functionality and efficiency for both customers and staff in diverse regional contexts. .Logo-Inspired Visual Language
The design approach transformed Axis Bank's logo into a comprehensive visual language system. The waiting lounge sports a clean, predominantly white interior with strategically placed accent elements that establish brand identity while maintaining visual simplicity.
Wall-mounted framed artwork with pink borders serves dual purposes - introducing visual interest to break up the monochromatic wall surfaces while likely communicating brand messaging or heritage elements. 
Research-Driven Experience Zoning
Extensive research across more than 100 branches throughout India informed the creation of distinct customer experience zones within each location. These carefully designed areas respond to observed behaviours and needs, facilitating intuitive navigation while supporting different types of banking interactions. The zoning system creates a familiar pattern that customers can recognize and understand regardless of which branch they visit.
The contemporary yet aspirational aesthetic establishes a unified brand presence that works effectively across diverse regional contexts. Visual elements derived from the logo create a distinctive environment that distinguishes Axis Bank from competitors while maintaining functional efficiency. This systematic approach ensures that each branch delivers a consistent experience aligned with customer expectations for modern banking services. . 
Systematic Application
Our space design accounted for semi-private consultation spaces delineated by glass partitions. We employs transparency to create visual openness while maintaining acoustic separation, striking a balance between privacy and accessibility.
Each bay features a wooden counter or desk, establishing warm focal points within the predominantly white interior. The vibrant pink graphic elements applied to the glass partitions introduce brand identity while simultaneously providing a degree of visual privacy for consultations without completely isolating the spaces. . 
Consistent Application
Our approach allowed consistent application of design principles across various touchpoints, from traditional branches to ATMs, Retail Asset Centers, and SME-focused locations.
Similar Project
