case studies.


Creating a distinct financial services brand.

Guaranty Trust Bank Plc. also known as GTBank or simply GTB is a Nigerian multinational financial institution, that offers online/internet banking, retail banking, corporate banking, investment banking, and asset management services, with its head office in Victoria Island, Lagos.

Founded in 1990, GTBank is one of the top brands in Nigeria. It has over 230 branches in Nigeria as well as subsidiaries in London, Cote d’Ivoire, Gambia, Ghana, Liberia, Sierra Leone, Uganda, Kenya, and Rwanda.

The Challenge.

Taking off from the success of the “Orange Rules” campaign (also conceptualised and deployed by Alder Consulting), Guaranty Trust Bank Plc. retained the services of Alder Consulting to manage and promote the brand strategy and marketing communication of the bank.

The Solution.


Communication Strategy


Marketing Communication


Corporate Song


Commemorative Stamp


Annual Report

Communication Strategy.

Alder developed several brand communication campaigns, concepts, and communication materials for the bank tailored to the unique personality of the bank. An overall campaign theme was also developed.

Marketing Communication.

Based on the overall theme, concept materials such as brochures, fliers, adverts (print, electronic and outdoor) and scroll banners were produced.

Corporate Song.

Alder conceptualised the idea for the song was birthed during an in-house strategy session for Guaranty Trust Bank’s marketing campaign. Following approval by the bank, Alder managed negotiations with Asa (the bank’s preferred artiste) and her team. The outcome was an inspired single titled “The Place to be”.

The song that captured the essence of Guaranty Trust Bank and the Bank’s Orange RulesSimplicity, Professionalism, Trustworthiness, Excellence, Service, Social Responsibility, Friendliness, and Innovation.

Commemorative Stamp.

In celebration of the innovative and pioneering spirit of Guaranty Trust Bank, Alder proposed the development of the first corporate postage stamps in Nigeria.

Designs and applications for the stamps were done by Alder. We also negotiated with the Nigerian Postal Service through the Nigerian Philatelic Society on behalf of the bank.

A press conference was held at the head office of the Bank to officially launch the commemorative stamp. A collector’s edition of the stamps was given out to guests at the bank’s 20th-anniversary dinner event.

Annual Report.

Alder developed the bank’s annual report based on the overall brand communication theme.