I-AM partners IDFC Bank to create a fresh way of banking in India


I-AM, the international multi-discipline branding and interior design agency, has conceptualized and designed IDFC Bank’s revolutionary branch design. The design for the bank revolves around the principles of being fresh, professional, friendly and approachable.

I-AM continues to partner the bank in rolling out this manifestation of a fresh new way of banking across the country.

As IDFC Bank’s goal for Consumer Banking is to set new industry benchmarks for simplicity of service and customer orientation, I-AM was tasked with designing a branch that was transformational and one that brought alive the essence of the brand.

I-AM carried out extensive audits in the banking sector and worked with IDFC Bank to map a distinctive branch format and design. Drawing on global expertise within the banking design space, I-AM merged the banking and retail industries, drawing inspiration from international brands.

Reinforcing IDFC’s image as a ‘go-to bank’ for customers, with a focus on an approachable, digitally enabled nature and an optimum solutions provider, I-AM designed open, modern and clutter-free spaces to enable customers to experience comfort when interacting with bank staff. The design segregated the consumer service area and the bank staff workspaces into two distinct zones, which creates a new approach to banking. The transactions and advisory sections were simplified and made consumer-centric.

Brian Pinto, Country Head, I-AM, said, “IDFC Bank is positioning itself as the ‘Bank of Now’, a bank that will deliver offerings that are simpler, more personalised and accessible. To achieve this, we designed a customer engagement space that is unique and reflects IDFC Bank’s fresh approach to banking. The aim of the innovative design was to not only enhance banking experience to create customer delight, but also to create brand differentiation, build brand advocacy and drive business performance.”

IDFC Bank is set to reimagine banking with a huge emphasis on personalisation & convenience. Its branch therefore is modelled differently from a traditional bank branch to respond better to the tastes of a highly digital-first segment of visitors. Personalised service and high-tech delivery sit side-by-side at an IDFC Bank branch – thus enhancing in-branch experience.