Overview
About
Bank of Taiwan, the first bank in Taiwan, leads Taiwanese banks in net worth, assets, and deposits. Embodying integrity, care, efficiency, and stability, it represents "A Lifetime Good Partner" in the financial market.
Challenges
As part of its brand evolution, Bank of Taiwan is aspiring to step into a new era of digital relevance, while maintaining high public trust. As a result, they have decided to prioritize digital branding before revamping their website and app.
My Role/ Responsibilities
Benchmark research, Brand identity, Art direction
Award
K-design award 23 winner
Project Process
Brand strategy
Benchmarks Research & Workshop
Starting with competitor research, we analyzed and identified standout benchmarks in the banking industry, such as UBS and Standard Chartered globally, as well as CTBC and Cathay Bank in the Taiwanese market. It is crucial to inform stakeholders about their external environment and encourage self-reflection. We then brainstormed together to develop the strategy for Bank Of Taiwan, focusing on what we will deliver to our end customers and the key value we aim to contribute.
Brand Value & Position
Considering Bank Of Taiwan’s position in the highest status and with century of heritage in Taiwanese bank market, we establish a great brand position is that providing the most reliable and considerate financial services to all people which the slogan “Great deal, great life!” imply they are a lifelong good partner.
Brand identity
Design Concept
We conceptualized the intersection of the Taiwan Bank logo, incorporating circle and arc shapes. In Chinese culture, the round circle symbolizes harmony and holds a profound meaning, reflecting the brand's value of bringing great moments to their customers' everyday lives. The arc shapes enhance the brand image by emphasizing Taiwan Bank’s century-long classic heritage.
Brand guideline
Without changing the original trademark of Taiwan Bank, we explored the brand's history and cultural context and simultaneously clarified future application principles and methods, clearly defining identification elements such as style, supporting graphics, colors, icons, illustrations and fonts etc, increasing convenience of use and ease of management.
Art direction
Marketing & Digital assets
We kept collaborating with their UI UX design team, leading the art direction of digital presence, making sure the consistency of brand identity.
illustration
We considered the variable and diverse marketing theme needs of Taiwanese banks, creating a system of characters, object elements and definition of vector drawing and color principle in order to make both internal and external team can quickly understand how to execute and implement when facing different problems.
