Trusted Gold Loan Financing partner, since 1972
P.A.S Allied
Year
2020
Client
P.A.S Allied
Sector
Banking & Finance
Type of Work
Brand Identity, Digital Design
Improved customer experience with a young and forward-thinking brand identity design
During research in the P.A.S Allied archives, the designers came across the first hand-drawn mark of a seal that appeared on a passbook from the early 1970s. The monogram in the seal weaved together the “Festive elements of Trissur” into a compact, almost abstract form. The design work and details helped inspire the new mark.
Emphasizing the values, aligned to a vision, working together as a community, making financial stability. The linear patterns based on the Allied Curves are used across the new identity, these can be used as a repeating detail, scaled and cropped or overlayed on touchpoints.
A new brand identity for P.A.S Allied, Trissur’s five decades old customer-focused financial institution which is set to challenge the traditional Gold financing landscape. The Challenge was to make the brand appealing for young customers who often prefer to choose credit card loans instead of Gold loans because of the dignity, convenience and social status.
The identity appears in red, yellow and black inspired by “Thidambu” official colors. An addition to the cultural aspect of the business. The designers developed comprehensive guidelines for the new identity, which appears on all of the firms’ digital and print applications, as well as environmental graphics. The launch of the identity has been amid a revamped interior and exterior renovations at many of the institutions’ branch locations
The new identity needed to reflect its young customer-focused approach to Gold loan financing, which has more digital experience at its conversion. It was vital that the identity worked seamlessly across all applications and at all sizes, from storefronts to digital ads to POS.
A base color palette was also developed to be used for accent colors in customer interaction areas.
We didn’t just design a brand identity (which is unique in terms of experience, design and flexibility). We looked ahead with the client, giving them the Tools to challenge preconceptions about Gold loan financing for young customers. Gold loans have to be avail faster and convenient at an ease. Had to be accessible and intuitive – perfect for instant needs. Results, this idea was even given a campaign: “Banking with dignity” which improved the customer experience and brand recognition.
