Banking · Financial inclusion
Banque Populaire du Rwanda rebrand
Creative direction and brand strategy for a cooperative’s move to commercial banking.
21 stakeholder sessions, 200+ customers heard
In an independent capacity, Deborah led creative direction and brand strategy for Banque Populaire du Rwanda during its move from a cooperative to a commercial bank.
Drawing on 21 stakeholder sessions and 200+ customers, she reframed local heritage as a modern advantage and shaped how BPR could reach rural, younger and unbanked audiences, move savings from informal practices into formal banking and build trust in digital tools. She created the positioning, four value pillars, employee handbook, staff actions and campaign direction, using brand to guide service and culture.
BPR merged with KCB Bank Rwanda in 2022. Today it is BPR Bank Rwanda, a KCB Group member with 73 branches, 59 ATMs, 2,242 merchants and agents, and 907,000 customers.
Deborah Kakoma, strategic creative director. Interested in work like this? Work with Deborah.