Banking
International Currency Exchange (ICE)
Consistent counter identity across markets
Where people hand over money, they first read the person in front of them. We dressed that moment for consistency and confidence.
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Challenge
A currency exchange network needed the same trusted look at every counter, in every country, regardless of location or climate.
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Approach
We distilled the brand down to what a customer reads at the counter, then codified a standard set of pieces and rules flexible enough to adapt to each market and climate without drifting from the look.
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Solution
A standardised yet adaptable uniform program that scales across markets while keeping the brand instantly recognisable at the point of trust.
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Result
One recognisable counter identity that scales across markets — standardised where it must be and adaptable where it should be, so every location reads as the same trusted brand.