New India Bank

Since its inception from very humble beginnings back in the sixties The New India bank has always been and still is a bank of the people, for the people. From its birth to the present day the New India Bank grew out of a desire to help and serve the interests of Mumbai's taxi drivers and later going on to offer banking facilities to other sectors of India's under-represented working classes.

The Brief:

NIB have a clear vision - to become the undisputed number one co-operative bank in India by extending their reach to meet the ever growing needs of India's numerous small and medium scale entrepreneurs. Now looking for a radical shift in image and operating structure, 'i-am' were asked to look at every aspect of the business including brand image and culture. Its visual identity, environments, branch communications, the role of branch staff, its products and services as well as online banking presence.

The Solution:

Working closely with a very ambitious and willing board, 'i-am' proposed a radical shakeup of the business that more than touched every aspect of the bank's workings and functionality. The new identity is both ultra modern and corporate yet retains a sense of adventure and optimism. The branch design projects authority and ambition yet radiates warmth and simple accessibility. The functionality of the branches now place the customer and their needs at the heart of the bank's operations.

The Result:

NIB have started the process of completely transforming their whole estate and building a new service focused culture with initial work having started on several new branches in central Mumbai. The board's expectations have been exceeded and their sense of adventure and willing have been instrumental in bringing to life a banking experience that all their competitors will now have to benchmark against.