Fullerton Financial Holdings Corporate identity
| Fact |
Value |
| Contact |
Singapore |
| Client |
Fullerton Financial Holdings |
| Project |
Corporate identity |
| Industry |
Financial Services |
| Timeline |
Feb 07 - Ongoing |
| Services |
Corporate Design
Brand Identity
Brand Guidelines
Brand Communications and Collateral
|
| Team size |
4 The Brand Union
6 Client |
Tangible items often help to cement a brand's promise better to audiences.
Brighter colours work well to enhance consumer appeal.
Asia Financial Holdings is a Financial Services Holding company owned by Singapore's leading government investment arm, the Temasek group. FFH invests in financial institutions in emerging markets, offering its operational and management expertise to improve their performance.
To cement its soft promise, we developed a logo influenced by "steps"
FFH had outperformed within 3 years from inception, but had low awareness among stakeholders. It was an unknown brand, even among its primary stakeholders, which included the Temasek group, regulators and the banking industry. The challenge was to leverage this unique business model to build a clear positioning. Apart from raising brand awareness, FFH needed to define the role it played, giving itself the flexibility to reflect different levels of involvement with investee banks, some visible and others behind-the-scenes.The decision to change its name to "Fullerton Financial Holdings" following further international expansion presented an opportunity to redefine itself as a brand.
We conducted a stakeholder audit to uncover what was unique about the business. A key insight was that stakeholders felt that FFH played a meaningful role in society through its focus on under-served segments, who were end beneficiaries of its work. At the same time, FFH wanted to be a company with a clear focus on people and similar softer values. We developed a brand positioning, "Empowering People, Enriching Lives", to signal clearly its promise for end consumers in developing countries, employees and investee banks.
To cement its soft promise, we developed a logo influenced by "steps". This stylised set of "steps for success" signified the help that FFH provides whilst giving people a step up. It also reflected FFH's stepped-up quest. FFH's people-focused positioning required a break with the typical financial services look-and-feel. As such, the colour orange was chosen for high visibility, but also to denote future thinking, generosity, prosperity, strength and energy. The look also had to be Feng-Shui friendly. Thus, there was a choice of 3 lines moving upward, to signify prosperity.
Our pleased client will recommend us to more Temasek-linked clients!