The First Learning Academy is a unit of Bajaj Finserv that aims to inculcate leadership competencies in employees who already have the potential to rise above their peers. The academy intends to induce various capabilities of leadership and business amongst those who are bound to be successful. The identity representations come from the insight that they must align with the new millennial mindset and depict success at the core of it all.

Bajaj Finserv will identify the potential leaders of the future while ‘THE FIRST ACADEMY’ will groom them to be future ready. This will not only help Bajaj Finserv build a robust business but will also help them to venture into new avenues successfully.

The First Academy is conceptualized with a single minded purpose of creating ‘Future Leaders’ by bridging the gap between knowledge and skills. The philosophy of FIRST is built around a shared sense of purpose between the academy and the talents it seeks to nurture. It reflects our desire to create the reality we want to live in.

The identity was built using the wordmark, utilising the ‘F’ and making it an inherent part of every communication collateral. At one level, the visual system looks to be an ‘F’ which comes from the ‘First’ in our name. The inner edges of the letter represent steps – an indicator of success and growth – both of which are the intended effect of the academy on the leaders of tomorrow.

The language is subtle, appealing and yet, visually rich. To inculcate a remembrance of the classics, the visuals have been built in black and white while retaining their essence of intellectually premium standards.