Lizandri van de Merwe - FirstRand Promises Poster Series

FirstRand bank needed to internally introduce a new set of values as their brand philosophy and business culture.

These values were articulated as 6 promises - 6 undeniable human insights.

These aren't merely the values needed to build a better business.

They're commitments we all need to make to be better parents.

Better friends and leaders. Better people.

Build trust, not territory

Create a culture of sharing. Work together and build trust into all your relationships. We are team players who act for the long-term interests of the group, not self-interest or the short term. Everyone is encouraged to contribute outside their area of expertise, so we can unlock our collective wisdom and achieve the very best results.

Always do the right thing

Question behaviours that are inconsistent with our beliefs. Fight for ethical conduct and transparency, both inside and outside FirstRand. Champion honourable behaviour and excellent service and treat your customers, colleagues and partners fairly, to build value for our communities and shareholders.

Have Courage

Nothing limits our imagination like fear. We’ve built a culture of bravery by speaking our minds and encouraging others to do the same. We enable bravery with a tolerance for failure, resilience, the courage to speak up and express and share opinions, and a spirit that is adventurous and ambitious.

Make a Promise

FirstRand is known for delivering on its promises. It’s a reputation that stems from our unique philosophy of owner-management. This philosophy was created by our founders, entrepreneurs who understood the value of treating their employees like owners so that every employee, regardless of their position, is fully empowered to make a real contribution to the group’s success. With empowerment comes commitment and accountability and this has been the cornerstone to our sustained outperformance.Our philosophy guides how our people behave to deliver the best results for our customers, society, shareholders and each other.

Stay curious

Think differently. Believe in insight, creativity and its power to unlock value. Encourage curiosity, avoid

intellectual laziness and make an effort to question the status quo, even when it is uncomfortable.

Value our differences

Continue to build an environment that values differences, an environment where everyone’s views and contributions can be heard and seen. Stay focused on the talent and ability of those around you, and not only their similarity to you. Be inclusive, gracious, decent and humble. Listen, reflect and only then respond.

The poster series would extend to things such as notebooks, diaries and screen savers, that people would use daily, as a way to insert these values into their everyday lives.

Credits

Agency | Ogilvy Cape Town

Creative Director | Neil White

Head of Design | Lauren Coetzee

Designer | Lizandri van de Merwe

Copywriter | Sandhya Mathura

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