Scale2Save for WSBI

Scale2Save wants to establish the viability of small-scale savings in 6 African countries. Local projects will put new models into practice and introduce 1 million people to banking. WSBI represents the interests of nearly 6,000 banks across the globe. The Mastercard Foundation strives to advance learning and promote financial inclusion for people living in poverty. The mission of the program demanded an equally inspiring brand. It had to appeal to partner banks in Africa and get them to adopt new business models that empower and activate low-income, unbanked people. The information behind the program was rather formal and had to become easy to digest.

We started with the strategic brand positioning and the name, so the brand could match the mission of the program. The information we had to work with was rather formal. To make it easy to digest, we created a vivid brand universe with a communication grid system at its core. The grid provides firm yet flexible building blocks. That suits the audiences in the target markets, which include both business and consumers. One system can address both. We designed the visual identity and developed all offline and online touchpoints in-house.

For Scale2Save we delivered the strategic brand positioning, the name and the design of the visual identity. All offline and online touchpoints were developed in-house as well. At the heart of the brand is a vivid universe based on a communication grid system. It gives the program firm yet flexible building blocks to make formal information easy to digest. The work was done for WSBI, for a program that aims to introduce 1 million people in 6 African countries to banking. It is a great way to address both business and consumer audiences in the target markets.