Africanacity

In March 2018, Barclays Africa Group announced its new business strategy and a new corporate identity, which includes changing its name to Absa Group. “Our overriding goal is to become a banking group of which Africa can be proud, a forward-looking African business that recognizes our African heritage, rooted in Africa, with global reach. We have a clear and undiluted ambition to double our market share of African banking revenues to 12%.” – Barclays Africa Group CEO, Maria Ramos.

Last week, Absa Group has officially launched with a series of changes that include a new website, visual identity and marketing campaign. Here’s what’s new:

The domain www.barclaysafrica.com now redirects customers to the new website – www.absa.africa.

Before:

After:

Absa Group introduced the first rebranding phase of its bank branches in 30 locations across the country, with plans to complete the rebranding of all operations by 2020.

Last, Absa Group has launched a new marketing campaign called Africanacity, a new word coined by the bank in collaboration with FCB Africa. “Africanacity was created as a bespoke word that embodies the distinctly African ability to always find a way to get things done. We’re a continent with immense challenges, but also one with tremendous tenacity, soul and a sense of togetherness.” – Head of Marketing at Absa Group, David Wingfield.

“We would like to build the brand as a bank that Africa’s people can be proud of, a truly independent African bank with global scalability. A single brand will enable us to unite behind a single identity, purpose and strategy; we are excited by the enormous opportunity we have to create a bank that Africa can be proud of.” – CEO of Absa Group, Maria Ramos.