Mumbai: Dhanalakshmi Bank is planning a brand transformation initiative which will include changing the logo and related branding treatment across all its customer touch-points.

The private sector bank has hired London-based FITCH to roll out a new brand identity and retail design, a release issued on Wednesday said.

FITCH is part of the WPP group and is one of the world’s leading branding and design consultancies with clients like Microsoft, Vodafone, Dell, P&G and Nokia, among others.

While the name Dhanalakshmi Bank will be retained. “The new identity will keep pace with the changing market dynamics in context of organisation’s growth aspirations,” the release said.

The bank’s head, marketing and corporate communications, Sheran Mehra, said, “Retaining the name, existing core strengths and values, revamped brand identity will enable establishing deeper connect with our rapidly increasing customer base spread across geographies and varied age groups.”

“The brand transformation exercise is part of the bank’s customer-centric initiatives towards developing a superior value proposition for our customers,” Mehra added.

FITCH’s South Asia managing director David Blair said, “FITCH has plenty of experience in branding and design for financial services sector around the world, but working with Dhanalakshmi Bank represents our first such project in India.”

“We are delighted to have the oppurtunity to work with Dhanalakshmi Bank along side their highly experienced team and to play an integral part in their ambitious expansion plan,” Blair said.