CARRYING THE WEIGHT OF INDIA'S BANKING INFRASTRUCTURE
CARRYING THE WEIGHT OF INDIA'S BANKING INFRASTRUCTURE
One young organization carrying the weight of India’s entire banking infrastructure on its shoulders — as the technology arm of the Reserve Bank of India, IFTAS had perfected their products but their brand narrative didn’t reflect their crucial role as the digital backbone of India’s financial system. It needed to inspire the confidence of traditional banking while signalling the innovation of a tech pioneer.
The new identity balanced seemingly opposing qualities: stability with innovation, accessibility with authority, youth with gravitas. An identity system that spoke of both technological prowess and institutional reliability, as approachable as it was indispensable.
The good stuff doesn’t end here. Let’s keep going.
