New Development Bank

Creating a brand for the BRICS bank

Issue

The New Development Bank, a BRICS countries’ initiative, is the most recent addition in the array of global multilateral development banks like the IMF, World Bank, ADB, AIIB, EIB and CAF. The challenge was to create a brand promise that would set it apart in this saturated space.

Insight

To understand the world of development banks we undertook a thorough semiotics study. We realized that every institution banked on an identical set of promises – global mandate and aiding development by being the financial messiah. Digging deeper into semiotics of operations, culture and communication we discovered that they expressed similar ideas and attitude. They appeared superior and had an old world ‘top down’ approach towards development. They were process driven and appeared bureaucratic and authoritative. Their identities and communication had identical codes of design and tonality. NDB needed to communicate a truly new approach rooted in its values of transparency, partnership, agility and transformation.
These brand values were translated into its core, essense and personality. The tone of voice was determined and manifest through its identity, website, office interiors and other communication avenues.

Impact

While the brand has just launched – the strength of DY Works’ approach is underscored by the fact that we won a 6 country, 16 agency pitch across 4 rounds without a design presentation – on the basis of our brand strategy alone! The identity is pathbreaking – and was unanimously chosen by the management team and Board of Directors representing Brazil, Russia, India, China and South Africa.

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