The initial brand’s communication purpose at stage one is internal (aimed at the employee who joined from the three financial bodies) and official (aimed at govermental and policy makers bodies), the strategy developed on the base of three key values that support the new positioning of the orginisation: Growth, Trust and Experts, depicted in the logo mark by a blue ribbon that can expand, grow and direct.

The logo mark 25 degrees square shape, is used as an identifiable and flexible graphic device that frames, direct and enhance the focus on the hero image and message.
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