Client overview
AU Small Finance Bank, headquartered in Jaipur, has grown from a regional finance company into one of India’s most prominent small finance banks. Celebrating its 25th year, AU Bank sought to mark this milestone not just with commemorative messaging, but through a powerful, physical expression of its brand journey embedded within the very walls of its corporate office. What began as a symbolic gesture became a creative and spatial challenge: how do you make a quarter-century of values, growth, and grit tangible?
When AU Bank approached us to help them mark their 25-year journey, they didn’t ask for a campaign or a commemorative video. They asked for something far more profound: to turn space into story.
At first, it was a little daunting. We weren’t traditional interior designers. But we did know AU Bank intimately its values, tone, and the emotional landscape it has built over the years. That gave us the confidence to say yes.
This project wasn’t about wallpapers or brand colors it was about crafting a living, breathing environment that allowed every person walking through it to feel the legacy of the bank.
Our strategic focus was on material-led storytelling. Every choice from the weight of metal installations to the softness of paper art was a metaphor.
Glass spoke to transparency, light conveyed aspiration, and the grand ceiling installation of 128 birds embodied AU’s flight toward the future.
These weren’t just decorative decisions. They were grounded in years of shared understanding with the brand, and rooted in the emotional texture of their journey. This depth made the space immersive not loud or ornamental, but deeply expressive and full of meaning.
One of the most powerful moments was watching how the story affected the people it was built for. Employees walked through the corridors and saw moments they had lived wins, growth, challenges reflected back at them in subtle but striking ways.
It wasn’t just a tribute to the past; it became a cultural connector, especially for new team members stepping into a legacy they might not have known firsthand.
That emotional resonance was unexpected and exactly what made the project so impactful. It showed us that when done right, branding isn’t just seen. It’s felt.
What made this project unique wasn't just the medium shift from 2D brand communication to physical space but the trust AU Bank placed in us to handle it with care.
It proved that storytelling doesn’t stop at screens or print it can live on walls, in ceilings, in curated materials and textures.
The success of this endeavor and the fact that it’s led to a second spatial brief has reinforced a powerful idea for us as a consultancy: when you know the heart of a brand, you can express it in any form. And when you do it with empathy and intention, it transcends design it becomes legacy.
