01. The Process
To help Bannawag, a rural bank, rebrand and establish an online presence in order to remain relevant and to keep up with the growing banking industry
Design Strategy | The Rural Banking Sector was created in the 1950s under a government policy to expand lending to agricultural and small-scale industries in rural areas. We discovered that one of the problems that the sector was facing is the lack of financial literacy among its market. We decided to address the problem by positioning Bannawag as the community’s partner and by establishing an online presence in order to inform and educate.
02. The Target Audience
At the core of Bannawag Bank are agri-workers and SME owners, but based on surveys and interviews conducted, we found out that majority of those who do daily transactions with the bank are not the intended market but rather, their children. Along with this insight is the fact that this growing audience are the ones who are more tech-savvy and financially learned, further pivoting the bank’s target audience.
03. The Design Party
BRAND IDENTITY REFRESH | Understanding the legacy that Bannawag holds as being one of the first 100 rural banks established in the country, and with its new positioning of being the community’s partner, we took certain elements of their old logo that still work and put a new spin to it. We kept their original brand colors and used them to represent pieces inherent to the brand. Gold representing “Bannawag,” the Ilocano term for dawn, and blue representing the community.
