01
What was stuck
- Financial services defaults to functional product benefits. The opportunity was to build emotional relevance without sacrificing the confidence and clarity a bank must carry.
Absa · Brand platform · Integrated campaign
Your Story Matters
Moving a bank from product talk to a human promise.
Brand platform
2024
Case study
From brief to finish.
A human-centred positioning platform for Absa.
02
The fix
- A human-centred positioning platform that made Absa a partner in people's ambitions, setbacks and next chapters, not just their transactions.
03
My role
- Novic directed the campaign photography shoot and oversaw its retouching, treatment and execution across the campaign collateral.
04
What happened
- Absa reported close to 15% brand-consideration growth and an estimated R700m brand-value uplift one year after the wider positioning launch.
- Impact reflects the complete Absa positioning platform, not a single asset.
The work
See it in motion.
Campaign photography
The shoot.
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01Your story should be heard. -
02Your story can inspire new stories. -
03Your story is just getting started. -
04These hands tell a story. -
05These hands tell a story.
Campaign photography and project details from Novic Hader's Behance portfolio.
Selected credits
Novic Hader · Campaign photography direction, retouching oversight, image treatment and execution across campaign collateral.
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