ISFC Branding

The India Shelter Finance Corporation (ISFC) is a fairly new micro finance company in India. Their main aim is to provide loans to people from the unorganized sector of the Indian economy (which is fairly large). The loans were to help them build new homes for themselves or extend their existing homes with new constructions.

The unique feature of this sector is that most of the people do not have formal papers of employment or a regular paycheck even though they may be engaged in some profession or the other. What makes communicating to them more challenging is that most of them are illiterate or barely educated. They do not usually read newspapers and most of the alphabet that they can read is their own vernacular or Latin numbers. The brief given to Green Goose Design for the branding was simple- it had to communicate to this section of professionals that this was a company that gives loans to make houses and all promotional material had to ingrain this idea in as little time as possible.

The bricks placed on top of each other in an ascending order denotes the act of constructing, giving the whole logo dynamism while keeping it recognizable and familiar. The red dot signifies the “bindi” that most Indian women wear, hinting at the power of the Indian woman in the house in making decisions regarding loans and other money matters. The Hindi version of the logo is referred to as the “customer facing identity” and is the logo that is mostly used for all promotional purposes. All promotions depend on very few words, simple layout and to-the-point marketing. Building brand recognition compliments the process of building trust among the people with their services.

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