The Focus
Indel Money, a subsidiary of Indel Corporation, needed to rebrand itself from being perceived as a gold loan provider to a comprehensive Non-Banking Financial Company (NBFC). The company wanted to shift its focus to being recognized for offering a broader range of financial services while modernizing its brand image.
The existing brand identity and visual language were siloed, focusing heavily on the gold loan sector. There was a need for a cohesive, contemporary visual identity that would unify the brand across various touchpoints and markets, both in Southern India and beyond.
The rebranding effort needed to reflect Indel Money's commitment to transparency, trust, and customer-centric values while positioning the company as a friendly, approachable financial ally that helps customers navigate their financial journeys with confidence.
The Strategy
Elephant Design repositioned Indel Money as an Adaptable Ally that helps customers navigate their financial journey. This reflected the company’s commitment to customer-centricity, trust, and transparency, highlighting its role as a supportive partner in financial decision-making.
As a reflection of the strategy, the new visual identity retained key elements like the upward-facing arrow symbolizing growth but introduced softer edges and a smile in the letter "e" of "Indel Money" to convey warmth and care. The use of vermilion, complemented by a trustworthy blue, created a modern yet approachable brand persona.
The rebranding exercise included a consistent application of the visual language across all touchpoints, ensuring that Indel Money’s brand message was clear and cohesive whether viewed online, in print, or in physical branches.
The Story
Indel Money, a well-established Non-Banking Financial Company (NBFC) under the Indel Corporation umbrella, has built a strong reputation in Southern India, primarily through its gold loan services. With over 200 branches in Kerala alone and an expanding presence in other regions, including Tamil Nadu, Andhra Pradesh, and even as far as Delhi and the Andaman Islands, Indel Money was ready to evolve beyond its regional gold loan identity.
Indel Money sought to transition from being perceived as a gold loan specialist to a full-fledged NBFC offering a wide array of financial services. They recognized that their existing brand identity was not only outdated but also overly focused on gold loans, limiting their appeal to a broader audience. The company needed a brand refresh that would communicate their comprehensive financial expertise, modernize their visual identity, and unify their messaging across all customer touchpoints.
Insights
Elephant Design conducted extensive interviews with both consumers and investors to understand the current perception of Indel Money and identify areas for enhancement. The findings revealed that while Indel Money was highly regarded for its transparency and straightforwardness, it was still predominantly viewed as a gold loan provider.
Customers appreciated the company’s honesty and good practices rarely experienced in the industry otherwise. Many financial service providers in the region come across as intimidating to the target audience, making them hesitant to seek assistance.
These insights underscored the need for Indel Money to reiterate & articulate its position as a friendly, approachable financial partner—one that customers could trust in times of need, whether for planned or unforeseen financial decisions.
A Professional, Warm Friend in Need
Our insights led us to devising Indel Money’s new brand positioning as an Adaptable Ally that helps customers confidently navigate their financial journey. This positioning emphasized Indel Money's role as a supportive, reliable partner in customers’ financial lives, highlighting its commitment to transparency, trust, and customer-centric service.
The logo retained the upward-facing arrow, a symbol of growth and continuity from the previous identity. However, the logotype was softened with rounded edges to convey approachability. The most significant addition was a smile incorporated into the letter "e" in "Indel Money," symbolizing the warmth and care that customers experience when interacting with the brand. This design choice was aimed at breaking down the intimidation barrier often associated with financial services.
The primary brand colour remained blue, representing trustworthiness and stability. However, the shade of red previously used was replaced with vermilion to add warmth and modernize the overall look. The font choices, Aftika Soft Bold for 'Indel' and Amino Regular for 'Money,' were selected to balance approachability with professionalism, ensuring that the brand remained serious yet welcoming.
The smile motif was extended across various applications, from digital platforms like the app and website to traditional media such as newspaper ads and hoardings. This consistent use of the smile helped to reinforce the brand's friendly and approachable image.
The rebranding of Indel Money has successfully transformed the company’s image from a gold loan-centric business to a comprehensive NBFC. The new visual identity and brand positioning have been well-received across various platforms, with positive feedback from both clients and consumers. The refreshed identity not only modernizes the brand but also aligns with Indel Money’s core values of transparency, trust, and customer-centricity, positioning them as a trusted financial ally in a competitive market.