Axis Bank, one of the third largest private sector banks of India, positions itself as a customer centric, new generation bank. We ve had the opportunity to collaborate with Axis Open to work on their strong brand messaging and marketing strategy.

VALUE TRANSLATION - DIL SE OPEN

Banking works on the singular framework of accumulating trust through organic growth and consistent delivery. The parity of a bank as a service or a product in the mind of its customers is a tricky one as they perceive all financial institutions through the filter of their needs - which at the core remain the same. This is when it's time to get emotional!

Open by Axis, reflects the conceptual growth of a brand value proposition into an interactive application.  Axis put their heart out in the banking game- amplifying the brand accessibility and brand connect with both its B2C and B2B stakeholders.

The creation of the open logo gives precedence to the new digital first brand persona. This has led to a logo that is compact and structured directly communicating the value proposition of the brand. The segregation between Open and Axis bank is smoothly visualised without compromising the visibility of the latter. The colours of the logo are derived from the corporate palette for Axis and it is rendered with a gradient fluidity that adds distinctive flair to its overall placement.

The edges of the logomark have been strategically rounded to bring a sense of friendliness and communicate a very forthright disposition. Bblewrap has followed the basic laws of psychophysic to balance the geometric acuity of Axis Brand mark and the gentle curves of Open to marry the brand's new offering seamlessly.

Every communication regardless of the medium had to echo this honest intent and Bblewrap has coordinated very closely with the Axis team to achieve this. Each collaboration the brand makes has to leverage its timing and audience. Bblewrap has enabled the perfect leverage of various mediums to communicate the idea of ‘Dil se Open’ by matching the value proposition with effective visual strategy.

The design for each medium was optimised to reinforce brand value. A strong commitment to curate the brand messaging was achieved with this Brand communication project with Axis Bank - Open.

COMMUNICATION BRANDING

Dil se Open is one of the extensive core values of Axis Bank that translates from the very vernacular and heartfelt expression in Hindi as ‘from the heart’ very similar to what we know commonly in English as ‘from the bottom of my heart’. It borrows from the larger value of honesty that is commonly denoted through cultures and language.

The simplicity of brand messaging is achieved with a combination of visuals and animation that reflects a direct framework that can stand out in a dynamic industry.