Bank Kartini

Scope

Brand Identity
Brand Guideline

Access to financial services can be a powerful catalyst for independence. For women and micro, small and medium enterprises, the right financial support can create opportunities not only for individuals, but for the communities around them.

Bank Kartini was created with a mission to promote women’s financial inclusion and MSME economic empowerment in Indonesia. Inspired by the progressive spirit of R.A. Kartini, the bank aims to make financial services more accessible, inclusive and relevant to the people it serves.

JED Creative developed the brand identity and guidelines to translate this mission into a contemporary financial brand. The challenge was to create an identity that could feel confident and credible enough for banking, while remaining warm, approachable and human. Rather than relying on conventional financial sector visual language, we developed a more expressive system built around the ideas of connection, growth and positive progress.

The identity provides a flexible foundation for Bank Kartini to communicate across different audiences and applications, from corporate communications to customer-facing experiences. Clear guidelines establish consistency while allowing the brand to remain approachable and dynamic.

At its heart, the identity reflects a simple belief: financial services should empower people to move forward on their own terms.

The result is a banking brand designed to feel less distant and more personal, creating a visual expression of Bank Kartini’s ambition to support women and MSMEs as they build stronger, more independent futures.

A light blue background with text in the center saying, 'What is in this image? Respond in American English.'
A promotional collage featuring a woman in a floral shop, smiling with folded arms, surrounded by flowers and illustrations of a pig and a flower, with a message that reads "Let's Grow & Shine Together".
A woman holding a blue Bank Karfini credit card out of her blue bag, wearing a white t-shirt, a necklace, and a black watch, against a bright blue sky background.
Banking promotional materials including hanging ID cards featuring women in professional settings and a billboard billboard with a smiling woman in a kitchen, advertising financial empowerment for women.
A young woman holding a tablet, smiling, with a pink background and text in Indonesian about women and business.
Close-up of a smartphone screen displaying app icons including Bank Kartini, Calendar, and Mail, with the time 9:41 and date Monday, 6th.