In 2019, MB Bank initiated a multi-year transformation programme to become a digital-first, customer-centric brand with an ambitious target of growing its customer base from 3 to 10 million. We conducted in-depth research to understand attitudes towards its brand, and learnt that it was seen as dated, transactional and governmental, thus requiring a modern and inspiring rebrand in order to attract new customer segments. It was time for MB to move beyond its association with the military to become a bank for modern Vietnam.
Read moreMB, the Military Bank of Vietnam, knew that it had no choice but to modernise in order to capture the immense growth opportunity in the country (31% penetration of banking, compared to 82% in neighbouring Thailand) as well as fight the emerging fintech threat enabled by the proliferation of affordable smartphones.
Working from a brand idea of ‘connected banking that enriches lives’, we explored a wide range of routes to provide the client with a spectrum of options from close-in to far out. Extensive substantiation and rationale were required to sell a more transformative option based on the concept of being ‘alive with data’.
We fused Vietnamese traditional iconography (red star) with the bold simplicity of fintech brands to create an identity capable of cutting through in the congested urban landscapes of Vietnam. We also ensured that the system was able to flex across personal, SME and corporate audiences.
While it was necessary to retain the colour palette for recognition purposes, the entire design system was overhauled to convey a sense of a forward moving, optimistic banking brand that is powered by technology. This was applied to a diverse range of touchpoints from digital apps to branch design and credit cards.
The identity was also applied to corporate touchpoints such as Vietnamese tea sets, crockery and welcome gifts to HNW clients.
Creative Director: Dan Vasconcelos
Design Directors: Carla Almeida, Tim Brown
Designers: YK Lam, Florence Chan, Si Liu
Motion Design: Winston Duke
Strategy Director: Sam Walker