ADITYA BIRLA CAPITAL
MASTERBRAND IDENTITY AND ARCHITECTURE FOR ONE OF THE LARGEST FINANCIAL SERVICES PLAYER IN INDIA.

Money simplified.

The Aditya Birla group is considered to be India’s first truly global multinational in the league of Fortune 500. The Birla brand carries a tremendous amount of consumer trust across all its businesses. However, it was not widely connected to financial services even after a long standing presence in the sector, primarily due to the lack of a distinct, independent and unified brand experience. This led to the formation of a holding company of all the financial services businesses under a unified brand — Aditya Birla Capital.

We started by developing an essence that would set the agenda: to simplify money.

Focussing on this idea, we created a brand architecture derived from an individual’s perspective instead of an organisation’s structure. Moving away from the traditional approach of pushing a product we based it on an individual’s needs. This approach along with the purpose of being a ‘Provocateur’ set the foundations for a truly people centric brand.

Building on this, we created a highly adaptive, future-ready design system that unified sales and marketing efforts across the multiple lines of businesses.

A functional colour palette with red at it’s centre along with an underlying grid originating from the logo itself, formed the very basis of all visual expressions.

 

Furthermore, the customer-led brand experience was powerfully expressed through the visual communications idea of: ‘Conversations with individuals’.

Using photography as the medium and a focus on
real individuals in their own environments, we designed a series of tools and experiences that produced fresh visual expressions unique to the brand.

While 'Conversations' with it's multiple image format provided the viewer with more insight into a subject's life; 'Provocations' on the other hand elicit a response from the participant through the use of a simple props.

To help ABCL deliver consistent messaging and branded communications our comprehensive brand guideline document and  brand book took cues from handheld art books.

 

Agency : FITCH_Mumbai
Partners : ABCL Marketing, Brilliant Basics for digital, Denzil Machado and Prarthana Singh for photography.