After over 30 years of pioneering work in the delivery of financial products to low income groups through a not-for-profit model, it was time to leverage the experience and relationships built over the years to transform the business into a for-profit offering savings, loans and insurance products to low-income groups and the lower end of the middle-income segment. Stakeholders had to be weaned off the old brand (ECLOF) and aligned to the new brand (CCML), and this required a new brand identity capable of carrying existing low-income clients along, whilst concurrently attracting new lower-middle-income clients.

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