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Interbrand Sampson De Villiers claims Distinction in the 2014 Rebrand 100 Global Awards

Interbrand Sampson De Villiers, the African arm of the world's leading strategic branding and design consultancy, has won a Distinction Award in the Global 2014 Rebrand 100® Global Awards showcase. Rebrand 100 is one of the world's most respected recognition awards for repositioned brands, and is featured in the Wall street Journal, CNN Money and Bloomberg News.
The client, National Bank of Kenya (NBK), one of the top banks in Kenya, was previously perceived as a somewhat old-fashioned and bureaucratic entity. Under the newly appointed CEO, NBK's business strategy was rewritten and Interbrand Sampson De Villiers was appointed to develop the aligned brand strategy and corporate identity.

This process included the development, design and implementation management of the retail banking experience, to ensure delivery of the repositioned modern, efficient and customer-focused bank of first choice.

The result is a simple but bold, contemporary and African brandmark that is professionally and consistently brought to life through the bank's service offering and bespoke retail service environment.

"National Bank is delighted to have won this globally prestigious distinction at the 2014 Rebrand Global Awards," said National Bank managing director, Munir Ahmed.

Commenting, Doug de Villiers, Group CEO of Interbrand Sampson De Villiers, said: "NBK rebranded as part of its strategy aimed at transforming it into one the top tier banks in the country by 2017 and grow its turnover to Sh31 billion during the same period through growing it balance sheet, expanding its market footprint, managing risks and streamlining costs."

To underline the success of the transformation programme and the part rebranding was playing, NBK's last quarter results for 2013 were up 119% on the same period last year.

"It is an honour to be recognised in the 2014 Rebrand 100® Global Awards," said Jez Frampton, Global Chief Executive Officer of Interbrand. "These nine awards reflect the world-changing work we constantly strive to produce for our clients around the world each and every day. To have this work acknowledged by such an illustrious awards competition is an incredible achievement."

The nine awards bestowed upon Interbrand include:

Best of Awards

Cancer Research UK: Interbrand London helped Cancer Research UK, the largest charity of its kind, reposition itself as the leading research-charity to fight against all cancers. By creating a new identity based on the Collective Force, a group consisting of scientists, supporters and fundraisers, the new positioning celebrates the strides made when scientists and the public join forces. The public responded with 30,000 new fans joining the Collective Force on Facebook. Furthermore, Cancer Research UK was voted as the 10th most loved brand among 18- to 24-year-olds, according to a 2013 survey conducted by The Beans Group.

Distinction Awards

YP: Interbrand New York worked with YP, formerly the Yellow Pages, to reinvent its business or the mobile age. Targeting doers, people on the move, getting things done, the centerpiece of the new brand proposition is: "The shortest path from 'to-do' to done. Bringing this spirit to life, Interbrand designed a new visual identity, accompanied by a newly launched website and app. Underlines, checkmarks, circles and highlights capture the gestures of a multi-tasker. A focused use of yellow conveys efficiency and task completion. Clean and bold typography makes headlines quick and easy to read, a key point of differentiation for this new task-oriented segment. The new brand provides a succinct narrative, celebrating task completion. With greater audience clarity, a brand definition and a revitalized visual identity, the rebrand is a powerful signal of a new era of relevance for YP.

Royal Brunei Airlines: Interbrand Singapore used this small flag carrier to create a boutique offering. Inspired by this South East Asian nation's unique culture, the new brand logo builds on existing colour, form and the nation's coat of arms, while the new brand strategy creates an experience where passengers can escape and relax. The new look for Royal Brunei Airlines has been well received locally in Brunei and throughout their 13 markets.

Hyatt Hotels: Interbrand New York partnered with Hyatt on its new namesake hotel brand, Hyatt Hotels, a brand specifically designed for smaller properties and urban areas. Looking to reflect the power of each hotel's location, local vernacular and symbolic visual elements were infused throughout the identity system - providing guests with a consistent, yet distinctive, welcome from the city they are visiting.

Krungsri: Celebrating its 65th anniversary, Krungsri was looking to enter its next stage of growth. Interbrand Singapore worked with the financial institution on a strategic positioning and new identity system that would help unite its subsidiaries based on the idea of simplicity. Formerly known as "Bank of Ayudhya," the new identity adopts the brand's colloquial name, "Krungsri," giving the bank a modern touch. Targeting the busy Thai consumer, the new logo design is based on the brand's previously well-known elements and has already shown an increase in brand preference.

Baoshang Bank: Interbrand's Shanghai and Beijing offices worked with Baoshang Bank, a fast-growing regional bank in China, to help it achieve its goal of becoming a national bank. Interbrand developed a solid brand strategy and visual identity to complement the bank's new direction. The design system reflects a modern and stylish global image across multiple touchpoints - from employee uniforms to e-commerce design.

Deutsche Telekom: Deutsche Telekom, one of the largest telecommunications companies in the world, looked to revolutionise its brand design and management. Preparing for new offerings such as health, Interbrand's Central and Eastern Europe offices partnered with Deutsche Telekom to create Life is for Sharing 2.0, a systematic positioning of the company as an emotionally charged, digitally compelling brand. The updated look allows the brand to continue to communicate and connect with customers in the ever-changing marketplace.

New Theatre: As Sydney's competitive art and culture scene continued to expand the New Theatre was struggling to remain relevant as it approached its 80th birthday. Interbrand Sydney created a new identity that would re-inspire and reflect the avant-garde attitude for which the theatre is known. The visual identity is the "NT" logo that is capable of being read when rotated 180°, a strong and bold look for the venue. With a new image to start the season, the New Theatre experienced a sold-out opening night and is seeing a significant increase in ticket sales.

In response to the nine awards Interbrand received, Interbrand's Global Chief Creative Officer, Andy Payne, said: "The Rebrand awards recognise those brands that are seeking to remain competitive in today's marketplace. The need to adapt and connect with today's consumer is a necessity for innovative and proactive brands. We look forward to continuing to deliver more breakthrough, award-winning work around the world."

To learn more about each of Interbrand's award-winning projects or to see the complete listing of the 2014 Rebrand 100® Global Awards winners, please visit:

About Interbrand

Founded in 1974, Interbrand is the world's leading brand consultancy. With nearly 40 offices in 27 countries, Interbrand's combination of rigorous strategy, analytics, and world-class design enables it to assist clients in creating and managing brand value effectively, across all touchpoints, in all market dynamics. Interbrand is widely recognised for its annual Best Global Brands report, the definitive guide to the world's most valuable brands, as well as its Best Global Green Brands report, which identifies the gap between customer perception and a brand's performance relative to sustainability. It is also known for having created, a Webby award-winning resource about brand marketing and branding. For more information on Interbrand, visit

About Interbrand Sampson De Villiers:

With offices in Johannesburg, Lagos, Nairobi and Port Louis, Interbrand Sampson De Villiers are Africa's leading strategic branding consultancy. Working in close partnership with our clients we combine the rigorous strategy and analysis of brand consulting with world-class design and creativity. This reach enables us to conduct global research, investigate emerging trends, introduce brands across markets, and better service our clients where they want to do business. Interbrand Sampson De Villiers has won FinWeek's AdReview 'Best Branding and Design Agency' in 2009 and 2010. Interbrand is a wholly owned subsidiary of the Omnicom Group, the global leader in marketing and corporate communications.

For more information, please contact:

Interbrand Sampson De Villiers:

Jeremy Sampson
Group Executive Chairman
Tel: +27 11 783 9595
Cell: +27 11 82 885 7300

Doug de Villiers
Group CEO
Tel: +27 11 783 9595
Cell: +27 83 649 7887

Interbrand Sampson De Villiers' press office

Interbrand Sampson De Villiers
Based in Johannesburg, with offices in Cape Town, Accra, Gaborone, Lagos and Nairobi, Interbrand Sampson De Villiers acts as a hub for Africa. Increasingly, brands are becoming regional and global. Interbrand serves the world with over 40 offices in more than 25 countries.
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