Client: Standard Investment Bank (SIB)
Partners: SIB Global Markets Team
Sector: Investment Banking
Services: Experience Design, Brand Naming, Brand Identity Design
Creating a brand for a new global investment product.
To introduce a first-of-its-kind financial product, we had to understand Kenyans’ investment behaviour.
SIB wanted to create a buzz around Global Markets in Kenya and increase customer knowledge and attract new investors - both corporate and individuals.
Kenyans had few legal investment vehicles available to them and a large bias towards social savings groups and land & real estate investing. How do you introduce a new investment product that will be the flagship product of a completely new investment category and positioning the only licensed Global Markets Money Manager in Kenya for customer acquisition and engagement.
The Challenge
Our Approach
Standard Investment Bank selected Marathon after a competitive RFP process, impressed by Marathon’s radically different approach to the challenge.
We conducted design research which included in-depth qualitative interviews with their existing customer base and a selection of non-customers, journey mapping, and value proposition mapping. We followed this with our naming and identity development process.
We interviewed SIB staff and customers to deeply understand Kenyan investors’ and non-investors behaviors. Marathon then designed propositions to serve best-fit customers and mapped its customer interactions over the customer lifecycle. Our designs incorporated digital and in-branch (in-person) interactions and covered how product information, education, on-boarding, KYC, subscriptions, funds transfers, etc., would be handled using staff CX playbooks and customer nurture programs.
The outcome
Marathon designed and delivered a simple and compelling brand name with global potential. We created a strong distinctive and comprehensive visual identity, which together advances the investment landscape in the country through innovation and diversification into global markets trading.
We developed a new brand name and identity, ‘Mansa X by SIB’ that was simple, memorable, timeless, adaptable and appropriate. We defined its foundation, visual identity, typography, application, and communication attributes.