Rebranding a leading investment bank in Nigeria

Mainstreet Capital is one of Nigeria’s leading investment banking firms focused on providing financial advisory, capital raising and investment management services for private individuals, institutions, governments and government agencies.

With a rich history of over 30 years, and origins traced back to the incorporation of Afribank International Merchant Bank in 1990, the institution has evolved through time and through several mergers and acquisitions to what it is today.

In 2011, the investment bank which had evolved to becoming Afribank Capital Limited changed it’s name to Mainstreet Bank Capital Limited following the nationalization of Afribank Nigeria PLC and subsequent change of name to Mainstreet Bank Limited. 2014 saw another era of the institution as it was bought over by the now defunct Skye Bank Plc though a competitive bid and further acquired by new owners in 2017.

THE CHALLENGE.

Despite its chequered history with multiple mergers and acquisition, the new owners were willing to take a bet on the institution because of its brand equity and reputation. A reputation that has kept a huge percentage of their customers loyal across decades. However, the brand was outdated, no longer appealing to the large millennial demographic that made up the employee community of most investment banks, deeply in need of digital transformation and an appealing narrative to help define and grow the next phase of the business.

The new owners wanted to transform from within and become a brand-led business, hence Arden & Newton was brought in to lead the long process of defining its future and shaping a new corporate philosophy and culture.

REMAKING AN IDENTITY FOR THE DIGITAL AGE [OLD LOGO]

DECOUPLING CORPORATE CULTURE, BUILDING THE HUMAN ERA COMPANY.

Mainstreet Capital was founded pre-millennial and GEN-Z era, when big companies were all about structures and leadership commanded fear and respect, unsuitable for the current generation of corporate professional. Trust in most legacy organizations have waned and culture has become a big feature and growth driver of future-facing organizations.

We lead a brand leadership and acculturation session for both top management and all members of staff to help create brand custodians across all departments and build brand ambassadors from within the organization. A key component of these sessions were focused on helping every member of the organization understand and embrace the company’s new corporate philosophy; Take the Right Turn’.

CRAFTING A HUMAN AND WELCOMING FACE.

Following a successful brand acculturation program designed in partnership with the company’s people managers, we designed a culture manual, visual guideline and custom stock photography that helped shaped the face of the organization and attracted more millennial workforce.