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UCPB One of Philippines largest bank brands putting relationships first

UCPB

One of Philippines largest bank brands putting relationships first

Year
2009

Bank Branding: Over time, UCPB’s reputation has been built by a dedicated group of front line staff & Branch Managers who believed in going the extra mile to help their customers. In positioning the bank for the future, there was an opportunity to develop a brand promise that captures this customer service spirit & inculcate this across the organisation, especially among new staff.

Brand Consultancy in Financial Services Industry. Signage for UCPB.
Brand Consultancy in Financial Services Industry. Website design for UCPB.
Brand Consultancy in Financial Services Industry. Business Card for UCPB.

Marketing & Communications

Based on the infinity sign, a new logo representing “Lifelong Relationships’” was created. Complementing this was a communication toolkit & materials that made bank staff & their “customer stories” a focal point. Ideas for a new in-branch environment were developed & illustrated in a concept brief for architects. We designed a new web interface to improve ease of product-search & to highlight customer stories.

Brand Consultancy in Financial Services Industry. Workshop for UCPB.

People & Culture

In a series of workshops, the brand promise was translated into customer expectations that were used to review existing customer initiatives & identify new ones. The brand was launched at a management convention & new initiatives were announced.

Brand Consultancy in Financial Services Industry. Brand Architecture for UCPB.
Brand Consultancy in Financial Services Industry. Decision Tree for UCPB.

Products & Services

We aligned the UCPB group’s portfolio of business brands with the new masterbrand & developed a consistent naming convention for its products. This was articulated through a decision tree & brand architecture that dealt with strategies for divisions, sub brands & endorsements.

Brand Consultancy in Financial Services Industry. Office design for UCPB.
Brand Consultancy in Financial Services Industry. Signage for UCPB.
Brand Consultancy in Financial Services Industry. Signage for UCPB.
Brand Consultancy in Financial Services Industry. Signage for UCPB.

Spaces & Places

Tangible developed a signage system that allowed existing signs to be re-fabricated with the new brand. The system allowed regional convertors to apply, then submit their conversions for approval. Ideas for a new branch environment were developed & illustrated in a concept brief for UCPB’s architects; CS Architecture, who created a “simple & sedate space” to compliment the updated logo and exterior of the bank.

Visit: UCPB