The FirstBank Brand Transformation

In 2003, FirstBank was faced with some daunting issues. How do you introduce a new brand identity seamlessly across over 300 branches nationwide? How do you manage costs and ensure efficient implementation?

Alder Consulting was asked to provide solutions to the foregoing as implementation consultants during the brand transformation of FirstBank.

The project involved the development & deployment of business and corporate function materials, acculturation programmes, supervision of marketing communication and management of internal & external launches of the new brand.

We translated the new logo (designed by another firm) unto corporate function materials (account opening booklets, internal forms, etc), often specifying paper types appropriate for the local market.

We then participated in the selection of production contractors & supervised the production of signages and print materials. Deployment of materials was also coordinated across 164 branches (for phase 1 of deployment).

The brand was launched in an elaborate ceremony which we conceptualised and planned. The event featured multimedia slides shows, a 3D walk through of a conceptual branch, a special FirstBank anthem and the formal unveiling of a mechanised model of the new logo.


About FirstBank
First Bank of Nigeria Plc, has distinguished itself as the leading banking institution in Nigeria for over a century, and has been a major contributor to the economic development of the country.

It was incorporated as a Limited Liability Company on March 31, 1894. With over 300 branches spread throughout the Federation, the Bank maintains the largest branch network in the financial services industry in Nigeria.