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Banking on innovative change.
First National Bank is one of South Africa’s largest banks. It is a division of FirstRand Limited, a financial services conglomerate, which trades on the Johannesburg Securities Exchange. FNB continually refreshes their solutions and service models to align with changes in the needs of their consumers. In support of this, FNB required a redesign and rationalisation of the operational functions of their existing personal banking card continuum.

The first challenge was to rename the products in the continuum where appropriate, for example “Aspire”, the new name for the renowned Gold account cards. The name “Aspire” promotes the primary benefit of the account offering as enabling consumers to set their sights on more with reduced banking fees. Aspire also seamlessly ties into the new aspirational FNB brand positioning of “#TheChangeables”. This celebrates South Africans who take challenges in their stride, transform obstacles into opportunities and embrace change as a way of building a better future.

The second challenge was to refresh the card designs throughout the continuum in line with the FNB product range offered to consumers. Inspired by the ripple effect of waves emanating from a centre, the card designs incorporate an exponential mathematical representation of growth, symbolising FNB consumers as being at the centre.

A darker, single face card colour was incorporated to promote inclusiveness across the continuum. The single colour posed a market segmentation challenge which was solved by implementing different card core and brand component colours as well as varnish finishes. The new continuum is an extension of FNB’s well-stablished helpfulness brand purpose and is the tangible representation of their value system that recognises the journey that every customer is on.