GCB Bank
A familiar bank. A different conversation.
A rebrand had failed to resonate. GCB needed to feel more vibrant and modern, while reassuring people that it remained proudly Ghanaian.
The challenge
Despite a modernisation drive, the bank was still seen as old-fashioned and slow. Dropping “Ghana” from its name had also created confusion about its identity.
The idea
Change both the look of the communication and the way the bank spoke with people. Replace corporate distance with a human response.
The work
Creative strategy transformed the bank’s visual language and tone. Staff filmed informal responses to social-media rumours and spoke openly about customer frustrations.
The impact
The response videos were shared, staff continued conversations with customers, and the bank began more extensive dialogue beyond routine service enquiries. The creative was also used in foreign media placements.
