A complete project comprising research, design strategy, creation of a new logo and symbol, its applications and retail branch and office design. The challenge was to retain the equity of a ninety-year old bank and use design to appeal to a younger set of customers as well as reflect the bank’s recent achievements. (At Rs. 20,000 crore, it is the number one bank in the co-operative sector by a huge margin.) The hexagon shape from its old identity has been re-interpreted with an added dimension of a pair of caring hands that symbolise the brand emotion, ‘Sense of belonging’.