SLB Rebrands to Reflect Transformation

The Students’ Loan Bureau (SLB), Jamaica’s premier financier of tertiary education, has launched a new brand identity, one that signals transformation, renewal, and a commitment to meeting the needs of today’s students.

Executive Director, Nickeisha Walsh, tells JIS News that the rebrand is not just cosmetic. “Our recent brand is just more than a new look. It is about reflecting who we are today in 2025 – modern, resilient, and committed to meeting the new needs of our stakeholders,” she adds.

“The vision behind the transformation was about evolving as an organisation, embracing new direction in response to today’s society, and finding renewed purpose and clarity,” Ms. Walsh continues.

For more than five decades, the SLB has helped thousands of Jamaicans to access higher education.

But, Ms. Walsh says the institution must adapt to remain effective. “SLB has been around for 54 years, and we need to remain relevant and aligned with the expectations of modern students, parents and partners. It’s about creating a brand that speaks their language,” she says.

The centrepiece of the rebrand is a new logo, which the Executive Director describes as “symbolic of both growth and partnership”.

“It forms that ‘S’ for the SLB, because we want to be known simply as the SLB,” she explains. “It also represents an open hand, a unified hand. If you look at it, it’s like a stack of books. The imagery reflects partnership and knowledge. We are partnering with you to achieve the education you need for a better life,” she indicates.

The logo also captures SLB’s expanded offerings, moving from just providing funding for undergraduate studies but also now postgraduate and doctoral levels of study.

“The new logo unifies those three products and signals our ongoing commitment to every stage of higher education,” Ms. Walsh tells JIS News.

She notes that the rebrand is rooted in reflection. “In 2021, we celebrated our 50th anniversary. That was a pivotal moment to look at where we had come from, what we had achieved, and what we needed to do going forward. The next 50 years must look different,” she says.

The SLB has moved into a new office space at 86 Hope Road in Kingston, introduced digital platforms, and restructured its staff.

Ms. Walsh admits that the Bureau needed to catch up in technology. “We were way behind the wicket in terms of digital platforms. We wanted to ensure that we had competent staff in the right areas to support the SLB of 2025. This rebrand is really an assurance to the public that we are future-focused, dynamic, and ready to serve,” she tells JIS News.

The changes, the Executive Director emphasises, are not just visual. “The tone of our communication is now clearer and more student-friendly. It’s not only about accessing a loan but also about repayment and long-term benefits,” she says.

Technology will play a central role. “We’re enhancing our digital presence with mobile-friendly tools. A mobile app is coming soon, which will help students better manage their loans,” Ms. Walsh points out.

“This makes us more accessible and transparent. Students can now trust us by what we’re doing and how we’re showing up in the digital space,” she adds.

The improvements extend to parents and tertiary institutions as well. “For our parents and for universities and colleges, it speaks to improved service, streamlined processes and strong accountability. The brand underscores a long-term vision to reinforce trust and deliver sustainable impact,” Ms. Walsh says.

Since its inception, the SLB has assisted more than 65,000 Jamaicans, and although proud of that record, Ms. Walsh acknowledges there were challenges.

“The reality is that while we have done much good, some customers also had difficulties with the process when they borrowed. People often remember the challenges. By evolving to a new brand and implementing positive changes, we can now show the progress we’ve made,” she tells JIS News.

For Ms. Walsh, the new brand is about positioning SLB as more than a loan provider. “Especially in today’s society where students want to access their mobile devices, what are they to expect? An updated website and mobile platform with improved usability. Engaging content on Instagram and TikTok, because we want to meet them where they are,” she says.

“We want to have interactive content like short videos, financial tips, financial literacy campaign through this new identity and to get direct feedback from our customers so we can ensure that the young voices are heard and addressed,” Ms. Walsh says.

“We are partnering with students to achieve the education they need to live better lives. With this fresh look and renewed identity, we are better placed to communicate our values, mission, and future plans in a way that resonates with today’s audience,” she explains.

As the SLB steps into this new chapter, Ms. Walsh believes the message is simple: the Bureau is ready for the future.

“This is about ensuring that the SLB of tomorrow is relevant, reliable, and ready to serve,” she says.