UCPB
One of Philippines largest bank brands putting relationships first
Finance & Professional Services 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 captured this customer service spirit and inculcate this across the organisation. The Purpose Statement and Values focused on building long-term relationships and this was leveraged to help reshape the branch network interior design and Services Principles for training staff.
Marketing & Communications
Based on the infinity sign, the new logo represented ‘Lifelong Relationships’. Complementing this was a communication toolkit & materials that celebrated the bank’s staff and their ‘customer stories’ as the focal point. Ideas for a new in-branch environment were developed and illustrated in a concept brief for architects. We designed a new web interface to improve ease of product-search & to highlight customer stories. Recent development: UCPB and Landbank merger
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.
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.
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.
