The target audience is the general public. They will primarily include hotel guests, restaurant/bar patrons, and general pedestrian traffic in a mall or restaurant.
The NunaCash ATM identity/logo needs to convey two themes or concepts:
First, we need an identity that illustrates strength and legitimacy to our customers and convey the fact that the bank machine has been placed there by a strong institution and not a fly-by-night company. Customers need the confidence that they are safely using their bank card.
Second, the other unique aspect of this project is that the majority of our operations are located in Canada's far north - think of the arctic, snow covered tundra, caribou and glaciers. The first machines will be located in Iqaluit which is the near the Arctic Circle in Northern Canada. While this should not be a central part of the identity, some sort of Northern tie-in would be fine.
So in summary we would like strength, professionalism and the North to be portrayed.