PL Capital, India's Trusted Financial Services Powerhouse, sought to modernize its brand to resonate with tech-savvy millennials and New Gen clients while retaining its legacy of trust and values. Despite deep expertise, their outdated branding—reliant on traditional serif typography and static visuals—failed to differentiate them in a saturated market. Their digital presence was fragmented, and internal culture lacked alignment with external messaging.

• Perception Gap: Seen as “old-school” despite innovative services
• Inconsistent Identity: Disjointed visuals across print, digital, and office environments.
• Engagement Deficit: No dynamic content (e.g., videos) to simplify complex financial concepts
• Employee Disconnect: Internal culture did not reflect the aspirational brand values

A progressive brand ecosystem unifying strategy, visuals, and tone of voice across all touchpoints.

Brand Strategy

• Positioning: “India’s Trusted Financial Services Powerhouse”
• Retained values with a renewed sense of purpose
• Blending innovation with reliability.
• Tone of Voice: Approachable yet authoritative invoking through leadership