Branding & Communication Design, Environment Design, Publication Design
Industry: Finance
Bajaj Finserv, a part of Bajaj Holdings & Investments Limited, is an Indian financial services company (revenue 2 billion dollars) focused on lending, asset management, wealth management and insurance.
As Bajaj Finserv evolved into a powerhouse spanning lending, insurance, and investments, it needed to move from a fragmented set of companies to a unified, customer-centric brand—without diluting the trust and legacy of the Bajaj name. The challenge was to simplify the brand experience in a category often perceived as complex and intimidating. “It was a journey to understand the financial industry domain, its customers and aspirations,” said Sudhir Sharma, CEO & Creative Director of IndiDesign, who led the branding exercise. The goal was clear: build a brand that feels straightforward, dependable, and always by the customer’s side.
The result was a clean, modern, and scalable identity that gave Bajaj Finserv a distinctive voice while aligning seamlessly with the parent group. “We didn’t want to lose the credibility of the Bajaj name, but we also wanted to establish Finserv as a strong, independent brand,” noted Sanjiv Bajaj, Chairman and MD of Bajaj Finserv. Today, Bajaj Finserv stands as one of the most trusted financial brands in the country, with a brand identity that continues to inspire confidence across millions of customers.
IndiDesign was instrumental in creating the original branding for Bajaj Finserv and later led the rebranding initiative to make the brand bolder and more future-ready, in line with the company’s strategic vision.
Beyond branding, Indi continues to collaborate with the group on multiple projects, including communication design, digital assets, environmental graphics, and publication design for various group companies.
