Eastern Financiers x The Pipal Collective
Eastern Financiers x The Pipal Collective
How we helped a legacy brand finds its new voice
How we helped a legacy brand finds its new voice
Brand Strategy
Social Media
Website
Communications
Visual Identity
The Brief
The Brief
Eastern Financiers is a financial services company with deep roots established all the way back in 1967. With a strong legacy and trust built over decades, the brand was ready for its next chapter. The team at EF was looking to revamp their brand strategy not for a one-time campaign, but as a solid foundation for all future marketing efforts.
Our task: create a brand system that feels fresh and relevant, without losing the gravitas of a long-standing institution.
Eastern Financiers is a financial services company with deep roots established all the way back in 1967. With a strong legacy and trust built over decades, the brand was ready for its next chapter. The team at EF was looking to revamp their brand strategy not for a one-time campaign, but as a solid foundation for all future marketing efforts.
Our task: create a brand system that feels fresh and relevant, without losing the gravitas of a long-standing institution.
The Challenge
The Challenge
The biggest opportunity — and challenge — lay in the brand’s history. How do you create something new when the past carries so much weight?
We needed to honour the legacy of Eastern Financiers while helping the brand show up with clarity and confidence for a new generation of customers. The brand had never really spoken directly to the modern Indian investor — and this was our chance to help it do that.
The biggest opportunity — and challenge — lay in the brand’s history. How do you create something new when the past carries so much weight?
We needed to honour the legacy of Eastern Financiers while helping the brand show up with clarity and confidence for a new generation of customers. The brand had never really spoken directly to the modern Indian investor — and this was our chance to help it do that.
The Approach
The Approach
We began by completely rebuilding EF’s brand strategy — starting from identity, narrative, and tone. Once we had strategic alignment, we onboarded a creative agency to handle execution and design. We worked as brand custodians and marketing managers, guiding both the strategy and the daily execution.
Here’s what we worked on:
Brand Identity & Messaging
Finalised EF’s logo, tagline, and visual language. From exhibition walls to email signatures — we reimagined how EF would be seen and remembered.Marketing Collaterals
Created a full set of assets — hoardings, merchandise (pens, bottles, notebooks), business cards, calendars, video templates, office branding and more — covering both digital and physical spaces.NRIzen Sub-brand
Developed templates and visual systems for NRIzen, a key vertical, with separate video, PPT, and Zoom assets to give it a distinct but connected identity.Social Media Strategy
Designed a full Instagram playbook — including themes, content directions, post samples for 2 months, and future-facing content/design guidelines.
We began by completely rebuilding EF’s brand strategy — starting from identity, narrative, and tone. Once we had strategic alignment, we onboarded a creative agency to handle execution and design. We worked as brand custodians and marketing managers, guiding both the strategy and the daily execution.
Here’s what we worked on:
Brand Identity & Messaging
Finalised EF’s logo, tagline, and visual language. From exhibition walls to email signatures — we reimagined how EF would be seen and remembered.Marketing Collaterals
Created a full set of assets — hoardings, merchandise (pens, bottles, notebooks), business cards, calendars, video templates, office branding and more — covering both digital and physical spaces.NRIzen Sub-brand
Developed templates and visual systems for NRIzen, a key vertical, with separate video, PPT, and Zoom assets to give it a distinct but connected identity.Social Media Strategy
Designed a full Instagram playbook — including themes, content directions, post samples for 2 months, and future-facing content/design guidelines.
Social Media Strategy
Designed a full Instagram playbook — including themes, content directions, post samples for 2 months, and future-facing content/design guidelines.Email & WhatsApp Marketing
Created 30+ email templates, including welcome flows for sub-brands like NRIzen. Set up Mailchimp with a custom sending cadence, and built a simple SOP for tweaks and optimisations.Corporate Video
Led concept, scripting, shooting and editing of a brand film (5–7 mins) + a short version for quick sharing. Raw footage was also repurposed for social media.Promoter Profiles
Built clean, concise profiles for EF’s leadership team — to be used across investor decks, pitches, and media coverage.Mascot
Created a mascot that could serve as a friendly bridge between the formal world of finance and the warmth EF wanted to convey — usable across digital and physical touchpoints.
From Zoom call guidelines to WhatsApp creatives — no detail was too small.
Social Media Strategy
Designed a full Instagram playbook — including themes, content directions, post samples for 2 months, and future-facing content/design guidelines.Email & WhatsApp Marketing
Created 30+ email templates, including welcome flows for sub-brands like NRIzen. Set up Mailchimp with a custom sending cadence, and built a simple SOP for tweaks and optimisations.Corporate Video
Led concept, scripting, shooting and editing of a brand film (5–7 mins) + a short version for quick sharing. Raw footage was also repurposed for social media.Promoter Profiles
Built clean, concise profiles for EF’s leadership team — to be used across investor decks, pitches, and media coverage.Mascot
Created a mascot that could serve as a friendly bridge between the formal world of finance and the warmth EF wanted to convey — usable across digital and physical touchpoints.
From Zoom call guidelines to WhatsApp creatives — no detail was too small.
The Outcome
The Outcome
The result was a modern and sophisticated brand identity that feels current — but doesn’t let go of its roots. Eastern Financiers is now able to speak to younger audiences with clarity and style, while retaining the trust it’s built over 50+ years.
Across email, Instagram, merchandise, and more — the brand now has a consistent, thoughtful presence.
The result was a modern and sophisticated brand identity that feels current — but doesn’t let go of its roots. Eastern Financiers is now able to speak to younger audiences with clarity and style, while retaining the trust it’s built over 50+ years.
Across email, Instagram, merchandise, and more — the brand now has a consistent, thoughtful presence.
What’s Next?
What’s Next?
This was a foundational project — and one we’re proud of. The systems we’ve built now allow EF to scale content, design, and communication with a lot more ease. As the internal team builds on this work, we’re excited to see how the brand grows in its next phase. This project shows that we have the ability to step into an environment that has a long legacy and add value to it — not by replacing what came before, but by giving it a fresh, future-ready perspective.
This was a foundational project — and one we’re proud of. The systems we’ve built now allow EF to scale content, design, and communication with a lot more ease. As the internal team builds on this work, we’re excited to see how the brand grows in its next phase. This project shows that we have the ability to step into an environment that has a long legacy and add value to it — not by replacing what came before, but by giving it a fresh, future-ready perspective.
Let's bring your vision to life.
© Priyanshi Poddar 2024
Let's bring your vision to life.
© Priyanshi Poddar 2024
Let's bring your vision to life.
© Priyanshi Poddar 2024