Investec - an unusual 'horse' for an exceptional bank
Investec is not like other banks. There is a spirit, an attitude there that is at odds with the sometimes stuffy personality of the City.
Our Brand Illumination process led us to identify Investec's unconventional corporate culture as the elemental truth that could light up their brand. By celebrating their challenger attitude we felt they could really distinguish themselves from the competition.
We chose the zebra, an unusual and spirited 'horse', to represent their brand. Supported by the line "Out of the Ordinary", the zebra defines the personality of this extraordinary bank, capturing the essence of Investec's new school values - distinctive, unconventional - and paying homage to the bank's South African roots.
Since its birth as their brand icon, the zebra has become shorthand for Investec's challenger philosophy and continues to provide a focus for both the company and its clients.
- Elemental Truth:
- Investec have a corporate culture that challenges convention
- Insight:
- Successful people want a bank that, like them, isn't afraid to do things differently
- Brand idea:
- The zebra – an unusual 'horse' for an unusual bank