Finance · Brand Repositioning
When a Traditional Brand Needs to Speak to a New Generation
Bank of China Singapore needed to speak to a younger, international audience at the Singapore FinTech Festival without losing its institutional weight. We built a modern brand-IP system and a cross-cultural content engine that refreshed perception and left behind a reusable content library.
A
Background
The Background
Modernization DriveA traditional financial institution seeking to resonate with younger, international audiences in Singapore.
Image RefreshA need to strengthen brand presence beyond legacy perceptions.
B
Challenge
The Challenge
Perception GapBrand skewed too traditional, resulting in low content shareability and engagement.
Fragmented NarrativeLack of a unified storytelling system to reach diverse, global-minded segments.
C
Solution
The Solution
IP-Centric IdentityCreated a new brand IP visual system with a modern, international expression.
Cross-Cultural ContentDesigned a localised yet globally oriented content strategy for multi-platform use.
D
Results
The Results
Measurable RefreshSuccessfully pivoted brand perception toward a younger, more international demographic.
Sustainable AssetsEstablished a scalable, consistent communication system through a robust content library.
The Work
Inside the campaign.
New Brand IP Visual System
A modern, panda-led IP identity for a younger audience.
AI-Powered Thematic Video
A cross-cultural thematic film for the SFF stage.
Watch on YouTube 
Offline Mystery-Box Activation
Physical IP merchandise driving on-the-ground engagement.
Campaign Poster & Sticker Pack
Custom IP collateral extending the identity across touchpoints.
Engines Applied
The engines behind this outcome.
Most results come from combining modules. Here is the engine mix that powered this brief.
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