¶ W — BRAND · 2025

Ecobank Ghana

Rebranding Ecobank Ghana for the Next Decade

Brand 2025

Challenge

TODO: Ecobank Ghana needed a visual identity refresh that honoured its pan-African heritage while speaking to a younger, digitally-native generation of customers. The existing mark had accumulated decades of incremental changes, leaving it fragmented across digital, print and branch environments. The brief was to unify the system — not reinvent the brand from scratch — and deliver guidelines robust enough to roll out across 33 countries.

Process

Discovery

TODO: Twelve stakeholder interviews across Accra and Lagos; a full audit of touchpoints from ATM fascias to mobile app splash screens; a competitive review of pan-African financial brands. We identified three core tensions in the existing identity and defined success criteria before a single pixel was moved.

Strategy

TODO: We repositioned the visual language around the idea of "earned confidence" — warm, authoritative and unambiguously African. We simplified the colour palette from seven primaries to two, and established a typographic hierarchy grounded in a single variable font that works across Latin and local-script alphabets.

Design

TODO: The refreshed wordmark tightens the letterforms and introduces a bespoke ligature that references the original 1985 mark. A new icon system (42 custom glyphs) replaced the legacy clip-art library. Photography direction shifted to candid, high-contrast portraiture shot in-country — zero stock.

Refinement

TODO: Three rounds of client review, a live prototype stress-test across twelve digital surfaces, and a final print-production QA pass with the Accra branch design team. Delivered a 180-page brand manual and a Figma token library mapped to the development component system.

Outcome

TODO: The refreshed identity launched across Ghana in Q1 2025, followed by a phased rollout across West Africa. Customer research conducted six weeks post-launch recorded a 38 % uplift in brand recall among 18–34-year-olds. The new system reduced design-production time for in-branch collateral by roughly 40 % through standardised templates.

Results

+38%

Brand recall uplift

2.4 M

Launch reach

Gallery

Ecobank mobile app splash screen with refreshed identity

Credits

Brand Strategy: NxtCre8tives
Art Direction: NxtCre8tives
Photography: NxtCre8tives
Production: NxtCre8tives

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