In Africa, access to credit is extremely limited. As a result, it poses a problem for businesses looking to launch, take risks or scale operations across the continent. The absence of easily accessible retail banking infrastructure services play a big role in the credit inaccessibility and Indicina, since 2019, has been building the infrastructure to unlock it.
Defining the project
Together with other members of the team, a brand discovery exercise was carried out with the stakeholders to discuss the brand as it exists today and determine where they intended to take the brand in the near future.
Following this meeting, we were able to:
- Define Indicina's Unique Value proposition
- Articulate the Vision & Mission of the brand
- Determine the Demo/Psychographic
- Define the Personality of the Brand
- Shortlist Brand themes