Canara Bank is one of the oldest major commercial banks in India. The bank also operates at grassroots level in diverse rural areas. A variety of languages are spoken and written in these areas. Canara Bank approached Ray+Keshavan to re-strategize their brand system and the language used to communicate with their target group. The Team at Ray+Keshavan designed an identity system that is flexible across the different communities spread all over the country. The symbol lends itself to the different scripts and dialects effortlessly. The challenge while designing the visual language was to simplify and maintain flexibility across applications and advertising collateral. Hence, all applications were designed in English and the local language.

Key responsibilities included detailed strategy for identity system and communication that must be used across mediums. Other responsibilities included designing application forms, promotion kit and signage. Closely worked with client to answer queries and mediate communication.