OCBC
Brand System Reinvigoration
Art Direction & Design
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Client:
OCBC Bank, Singapore
Agency:
GOVT
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Brand System Reinvigoration
Working closely with GOVT, the agency of record for OCBC I was tasked to rework and strengthen their brand language and design templates across their advertising campaigns without eliminating the status quo. We identified and filtered the requirements into two differing needs: Thematic campaigns and Business-As-Usual (BAU) pieces. Following an extensive and rigorous consultation phase with senior management, we introduced refinements to the existing brand language that is adaptable and flexible to work across all executions and to improve the internal processes of developing work for both ends of the spectrum.
For thematic campaigns, elements of the existing template were reshuffled to enable the design team to introduce a visible product name demarcation and a wider canvas for the image placeholders. This in return allowed more creative freedom in the areas of image-making for the design department without the obstacles presented in the current template.
Under BAU executions, we devised a series of templates to ensure quick turnaround studio time and introduced contextual imagery and illustration backgrounds for specific merchant partnership executions.
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Scope—Content Structure / Creative Direction / Art Direction / Design / Copywriting
Creative Directors: Timothy Chan & Daniel Koh
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