First Bank Case Study – Alder Consulting

case studies.

CASE STUDY - First Bank of Nigeria

Deploying an institutional brand across the nation.

First Bank is a Nigerian multinational bank and financial company headquartered in Lagos. It is the biggest bank in Nigeria by total deposits and gross earnings. It operates a network of over 750 business locations across Africa, the United Kingdom and representative offices in Abu Dhabi, Beijing, and Johannesburg.

The Challenge.

When First Bank needed to deploy a new brand identity seamlessly across over 300 branches in Nigeria, Alder Consulting was asked to provide a comprehensive implementation plan and manage the deployment process.

The Solution.

Deployment Strategy

Design Services

Employee Acculturation

Production & Contractor Management

Event Conceptualisation & Management

Deployment Strategy.

Alder used the London Underground as a model to develop an innovative deployment strategy that ensured that the new logo and brand collaterals were deployed across the country at the same time. This approach guaranteed that the brand deployment was completed in 6 months instead of the 3 years previously proposed.

Production and Contractor Management.

Alder supervised the selection of an advertising agency to launch the brand and scripted the advertisement brief. We reviewed the advert materials to ensure alignment with the brand ethos. Alder also supervised the selection of contractors & the production of signages and print materials.

Design Services.

Alder customised and redesigned (where required) the bank’s corporate function materials using the new logo. Materials included letterhead, envelopes, business cards, identity cards, scroll banners, visual identity manual, account opening booklets, and internal forms.

Employee Acculturation.

An employee acculturation programme was designed for First Bank and implemented by Alder Consulting. An employee brand manual and training manual were developed.

The programme began with the selection of brand champions (individuals from the level of Branch Manager to Assistant General Manager who exhibited qualities truly reflective of the brand) who were trained to facilitate internal branding sessions across the Bank.

In total, 800 people were trained in 7 sessions held across major geopolitical zones in Nigeria (2 sessions in Lagos, 1 in Abuja, Kano, Enugu, Port Harcourt, and Ibadan).

Event Conceptualisation & Management.

The brand was launched in an elaborate ceremony conceptualised and planned by Alder. The event featured multimedia slides shows, a 3D walkthrough of a concept branch, a special First Bank anthem and the formal unveiling of a mechanised model of the new logo.