National Banking Corporation
Scope
Campaign, Verbal Identity, Visual Identity
Industry
Financial Services
What I did
Content Writing, Copywriting, Digital Design, Motion Design, Print Design, Product Naming, Web Design
Bringing modern banking to all in Papua New Guinea
80% of people in Papua New Guinea do not own a bank account. People’s Micro Bank aimed to change this by becoming a full-service commercial bank. Reborn as National Banking Corporation, the state-owned bank is making modern banking more accessible.
The bank asked for a brand identity and launch campaign to reassure existing customers and introduce its service offering.
I developed a strategy that focused on a fairer future for all Papua New Guineans. Making inclusiveness the heart of the brand, I positioned National Banking Corporation as a bank for the people.
The public reacted enthusiastically on social media. The campaign persuaded people to see the bank as a reliable option. With both government and public support, National Banking Corporation is set to transform banking in Papua New Guinea.
Visual Identity
Symbols of strength
The logo, designed in consultation with the Papua New Guinean government, combines several national icons. The kina shell and toea armband are traditional local currency and represent wealth and status. The Southern Cross from the nation’s flag nods to the bank’s state ownership.
Adding local colour
I designed collateral and a website using a vivid colour palette reflective of the country’s rich culture and history. Establishing an inspiring photographic style accentuated Papua New Guinean people and places.
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Verbal Identity
Inspiring belief
National Banking Corporation needed to convince a sceptical audience. I developed a tone of voice that promoted inclusiveness, trust, and innovation. I provided principles and vocabulary to ensure a consistent brand voice at all touch-points.
An open invitation
I based key messaging on the idea of an introduction. National Banking Corporation invited customers to get to know better banking on a personal level.
Familiar products, new names
I named products by prioritising clarity, memorability, and translatability into Tok Pisin, Papua New Guinea’s pidgin language. Drawing from the brand vocabulary, I devised names emphasising financial well-being and growth.
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Campaign
Overcoming language barriers
Inclusive messaging is challenging in a country with over 800 languages. I wrote copy in English which was then was translated into Tok Pisin, Papua New Guinea’s most widely used language, with translations into other languages slated in future.
The faces of Papua New Guinea
I produced brand and product key visuals that portrayed target demographics in familiar local settings. From the remote highlands to the bustling cities, National Banking Corporation would make everyone feel included in its mission to deliver better banking for all.
