Add to Collection
About

About

Background Dhanlaxmi Bank Ltd. enjoys a rich heritage in the Indian Banking sector with a strong focus on customizing services and personalizin… Read More
Background Dhanlaxmi Bank Ltd. enjoys a rich heritage in the Indian Banking sector with a strong focus on customizing services and personalizing relations. It needed an identity as part of its Brand Building exercise to do deeds that create an impact in their customers’ life and make them smile. Titled ‘The Purple People’, the idea was to pick up random customers and do a variety of deeds such as surprise airport pick-ups, birthday celebrations, a purple car service etc. These deeds would be further captured and uploaded on the social media space. Solution The ‘D’ as a smile as well as ‘The’ of Purple People became the all encompassing extendible of the original bank identity to form a continuous yet independent new look and design language. Read Less
Published:

Credits FITCH, Mumbai

Background
Dhanlaxmi Bank Ltd. enjoys a rich heritage in the Indian Banking sector with a strong focus on customizing
services and personalizing relations. It needed an identity as part of its Brand Building exercise to do deeds
that create an impact in their customer's life and make them smile. Titled 'Purple People', the idea was to pick
up random customers and do a variety of deeds such as surprise airport pick-ups, birthday celebrations, a purple car service etc. These deeds would be further captured and uploaded on the social media space.

Solution