Recognising the consumer’s increasing expectations and need for convenience with banking, India’s Most Valuable Brand 2017 (as per BrandZ Top 50 Most Valuable Indian Brands report), HDFC Bank engaged I-AM to bridge the gap between the offline and online platforms by creating a seamless experience zone for its  digital-savvy consumers. This would be done to tie in with the Bank’s “Power of Banking” and”#Godigital” initiatives.

 

The I-AM team conducted a survey amongst HDFC Bank customers to gauge their perception, assessment and attitude towards the Bank. The Survey findings revealed that consumers ascertained that HDFC Bank’s most important service attributes were convenience, commitment and technology. Leveraging this consumer insight, I-AM decided to draw parallels between HDFC Bank’s core offering and the new shape of technology in the consumer’s life – i.e. Smart Devices. This led I-AM to conceptualize a Smart Banking Zone. 

 

I-AM took on the entire mandate of layout nomenclature, creating a Smart Banking identity, conceiving the Visual Language, designing the branch experience, and mapping the customer journey. The electric blue multi tone hue exemplified the qualities associated with HDFC Bank viz. productivity, expertise, tranquillity, security, stability, integrity and loyalty. Electric blue is also the colour associated with new age technology, and this was one of the key service attributes highlighted by customers. The tinge of red within the design powerfully enhanced the Bank’s image of perseverance, impartiality, reliability and constancy. The layout gave prominence to both existing HDFC Bank consumers as well as consumers of other banks. The design and colour enabled both customers and non-customers, as also male and female genders to bank and transact with ease without disruption.

 

The space design was conceptualized on the lines of de-cluttering the bank interior, focusing on simplicity, minimalism and clean lines, thereby bringing in a high level of efficiency. The entire customer journey adopted was well planned to help the current customers to smoothly migrate into a new advanced self service banking experience. The choice of materials, lighting and colours used within the space also lend a very contemporary fresh environment to this new form of banking.

 

The visual language was inspired from the HDFC Bank brand mark, the Grid, in order to maintain resonance with the HDFC brand and ensuring that the Grid became an intrinsic element of the Bank’s messaging to customers and the wider public in the future. The graphics were solid and simple, building on the strong and dependable personality of the brand. The straight edged shapes incorporated indicated stability and balance, as also impart an atmosphere of professionalism and efficiency. I-AM subverted the angular lines with dynamic colours to conjure up a dynamic, interesting and inviting environment, with the focus of the design being to provide guidance and power to enable and empower the customer to interact with the Bank with ease.

 

HDFC Bank launched their first Smart Banking Zone in Hinjewadi, Pune in March 2017.

 

Said Mr. Rajneesh Chawla, Head Retail Marketing, HDFC Bank, “I AM was a perfect partner for HDFC Bank's "Smart Banking Zone" design. The design was fresh and immediately resonated positively with internal and external customers. I AM showed a great understanding of customer journey and helped us improve customer experience by moving frequent and self-service transactions to a "Smart Banking Zone", thereby highlighting our commitment towards technology thereby empowering customers.”

 

Commenting on the Smart Banking Zone designed for HDFC Bank, Brian Pinto, Country Head, I-AM said, “We were thrilled to receive the mandate from HDFC Bank to design a unique and innovative zone that bridged both online and offline platforms for the new age technologically savvy consumer. Key to the success of the project was the research undertaken which in turn translated into conceptualizing the Smart Banking concept that incorporated a visual language suited to both existent and potential customers to enable seamless banking operations.”

 

I-AM is a design-led branding agency which creates 360° brand experiences that delight customers, builds brand advocacy and drives business performance. The agency offers services, spanning from the creation of Brand Identities, Brand Strategies, Physical and Virtual Environments and even Commercial Interior Design spaces. I-AM is reputed for these services around the world, across various industries such as Fashion, Finance & Banking, Food & Beverage and Real Estate, amongst many more.