BPR KMI: Unlocking the possibilities.
PT BPR Kredit Mandiri Indonesia (BPR KMI) is a rural bank founded in 2007 that serves individuals and micro, small and medium businesses across West Java, Banten and Jakarta with credit, savings and time deposits. EGGHEAD Branding Agency took the bank from a brand audit to a new identity, a launch campaign and the materials its branches use every day.
THE CHALLENGE
BPR KMI had grown its branch network without a visual or communication guideline. The logo had no vertical version, and the name and typography changed from poster to savings book to signage. Most customers knew the bank only through its agents. A visual audit and a survey of 200 customers and business partners showed where the brand needed to become clearer and more welcoming.
THE STRATEGY AND SOLUTION
The audit led to a brand essence, "Unlock the Possibilities", and a promise of flexible, quick and accessible service for working families and small businesses in suburban Indonesia. The logo now reads simply BPR KMI, with Kredit Mandiri Indonesia as a descriptor, and its two strokes meet in the middle to show the bank and its customers coming together. Red stays from the old logo, now paired with a deep blue, Rubik type and an arched graphic element.
FROM THE BRANCH TO THE STREET
The guideline covers everything a branch touches: signage, uniforms, savings books, credit files, slips and certificates, plus the app icon for KMI Mobile. To introduce the new brand, the SERBU KMI roadshow brought a branded tent, car, banners and brochures to Tangerang, Bogor, Cirebon, Bandung and Bekasi, supported by a monthly social media programme and a bilingual company profile.
On social media, the programme introduced who BPR KMI is, why to choose it and what it offers, with practical tips for small business owners before they apply for credit. Every post follows the same red system, so the feed reads as one brand. Lifestyle images on this page are AI-generated illustrations based on the final designs.
