Finance

Reflecting the vision of an NBFC in a new brand story and name

An NBFC wanted to break away from its family legacy and charter its own path.

It was time for them to align with their new business goals, connect with sophisticated stakeholders and support business evolution as they entered the global arena.

In a market where financial inclusion is seen as a high-risk business, they were seen as a vehicle for change that was capable of navigating the risky landscape of finance for the underbanked. This made them bankable, credible and respected—which gave rise to our brand idea. 

The positioning inspired their new name, identity, website and all branded collateral. The brand was launched amidst clients and partners. They invited the Commander and sailor known for becoming the first Indian to complete a solo, non-stop circumnavigation of the world under sail. Finding an ambassador that aligned with their new brand values helped them convey their brand message in a unique way.

Note: This project was completed during the tenure at my previous employer.