A rebranding campaign that added a human touch to financial services.

As a Malaysian bank based in Singapore, Maybank had always felt the struggle of pitting themselves against their competitors when it came to trustworthiness. However, we uncovered an interesting data point of leading consumer satisfaction audits consistently scoring Maybank as the forerunner in the service aspect when compared to other local banks. That inspired our strategic platform to position the bank in the centre of financial conversations that Singaporeans might have. The new brand purpose of “We Are Here To Talk” played up to the brand’s strength – inviting people to step in and have a non-obligatory chat no matter what point of the financial journey they may be at. After all, a relationship and trust is built upon good communication.

Roles and responsibilities

Creative Direction and Strategy, Art Direction, Performance Marketing, Social Media and Film Production