How do you become Africa’s
most respected bank?
By doing more.
The merger of Access and Diamond banks created the largest retail bank in Africa by customer base offering the power of banking to 29 million and counting.
The new brand had a big job to do - not least convince employees and customers to believe in more.
Redesigning the new Access Bank identity needed to be treated sensitively. Both banks had iconic brands and loyal customers. Diamond Bank, a leader in digital banking, was famous for its youthful, vibrant and human approach. Access Bank being the leading bank for business – trusted, global and fast.
The Fusion identity drew from the essence of both bank’s logos, retaining familiarity but signifying an exciting new chapter. Symbolising the energy of more; radiating from the centre in all directions, it captures Access’s ability to move with agility. Always forward, with purpose.
A new position was created that captured in the simplest expression what the merger means to every stakeholder... the ability to access more. This idea is a commitment to constantly bring products, services and opportunities that have a positive impact on the lives of every customer and employee, enabling them to achieve their goals.
Digital is central to Access Bank’s products, platforms and strategy so it was critical that the brand could stretch from banking apps and social channels right through to partnerships with music streaming services like Vibez.