How do you take an investment bank's brand philosophy and make it live and breathe throughout their newly built, four story building in the heart of Johannesburg, South Africa?

We developed something a little different, taking the four floors and splitting them into four thoughts - “Invent”, “Challenge”, “Discover” and “Redefine”.

Each floor pays homage to these themes, using artworks on the walls, doors, meeting room windows, and more. Design teams worked on more than 60 canvasses, used over 120 photographs with more than 3700 words to create an environment that truly is redefined.

Each day, employees and clients at Absa Capital are reminded of what “Born to Redefine” really means. The environment has been talked about, blogged and boastful emails depicting photographs taken by employees have been sent to rival investment bankers around the world.