Anchura

Creating a new identity, tone of voice, iconography, colourways, app icons and branding which could help engage with new clients in a way that resonates with what is important on a functional and an emotional level

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Challenge

Anchura (finance) wanted their clients to have absolute confidence,

that they will deliver for them (as people, not as “bankers”) so that Anchura becomes embedded within the fabric of the client’s work life, with a deep connection to that person as a human being!

 

Audience

Financial Services industry. Senior Finance Managers.

 

Solution

Using ethnographic studies (interviews) and semiotics of culture to discover what is important to the top Senior Managers in their own lives and what is it that they want to accomplish now and in the future. What are the emotional triggers and actual experiences in choosing Anchura.

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The semiotic insights discovered became the blueprint in defining the identity, tone of voice, branding which could engage with new clients in a way that resonates with what is important on a functional and an emotional level.

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Ethnography understands people in the rich semiotic context of their environments. It's about telling a credible, rigorous, and authentic story. It gives voice to people in their own local or cultural context, relying on observation, verbatim quotations and 'deep’ description of events. 

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The story is told through the eyes of people as they pursue their daily lives in their own culture and communities. An ethnographer can adopt a cultural lens to interpret observed behaviour, ensuring that the behaviours are placed in a culturally relevant and meaningful context.

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This methodology can be used to understand the typology of consumers and how they react and interact with products, interior environments and people. It allows you to get under the skin of their life, looking into their past, background, attitudes and behaviour. This naturalist approach avoids the artificial response typical of controlled or "laboratory" conditions i.e. in a white room with a group of people. 

 

These insights deliver results that inform and inspire the design and creative processes.

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Visit Semiotics to learn how a fresh way of looking can help you make sense of the world and culture.