Kina Bank is the second largest bank in Papua New Guinea, with BSP being the larger, older and more bureaucratic bank that has high fees and higher rates on almost every one of their banking products. Kina Bank was closing this gap quickly with new products and offerings that were much more customer friendly, with little or no fees, easier access, and better service. To go along with this commitment to being the ‘champion of the people’, Kina Bank wanted a stronger, cleaner evolution of their logo and overall brand toward something as simple and iconic as McDonalds or Australia’s Commonwealth Bank.
Kina Bank wanted to look completely unique, but any new look needed to be easily reproduced and applied in a country that had limited production capabilities. Being PNG’s largest homegrown bank, they also wanted a strong nationalistic appeal. It couldn’t be too busy either as there was a large issue with financial literacy across the country.
The solution was a new brand based on the national flag colours of red, yellow and black, with a slight warming of the colours to add a more corporate and sophisticated feeling. The brand created looked unlike anything else in PNG, or Australian, financial services. Large, curved shapes based on local flora were created that were very identifiable but could easily be replicated by any designer and at any printer. To highlight the evolving nature of the bank’s offering, flexibility was built into the shapes positioning. This made them look like they were always moving while still ensuring information like copy or interest rates were easily accessible. A brand voice was also developed that was friendly, helpful, and accessible to help explain the sometimes-complex financial concepts to everyday Papua New Guineans.
The client and the Kina Bank board loved the new look and feel. The Kina Bank brand is the most identifiable bank brand in Papua New Guinea and the new look and feel has served to reinforce the bank’s challenger brand archetype well.
