Standard Chartered Bank
In a league of their own
With 86,000 employees in more than 60 markets, this international bank has a 150-year history in some of the world’s most dynamic regions. Standard Chartered has always understood the importance of a strong brand presence and identified the need to refresh its global image. The objective was to change the perception of Standard Chartered amongst its target audience and to ensure clients understood the bank to be confident, energetic and assertive. They wanted to be a dynamic and innovative partner, that could be trusted to help achieve goals with a strong outlook on ways to help.
Whilst working for Enterprise IG, Louise (Studio Yau founder) and a team of designers, were engaged to work on creating a dynamic solution to the problem.
The team designed and implemented a worldwide campaign based on one simple idea, ‘the spirit of sport’. As spoken so eloquently by Mandela, ‘Sport has the power to inspire. It has the power to unite people in a way that little else does.
It speaks to people in a language they understand’.
This idea was developed into a strong campaign that reinforced Standard Chartered as ‘the right partner, leading by example’. It featured bold photographs capturing the confidence, energy, and mindset of athletes, and combined a five-color bar motif, in striking but simple layout styles. The active and positive copy headlines supported the concept of ‘performance’ in both business and sport, demonstrating leadership and benefits to clients and partners.
The campaign was rolled out across Asia as billboard posters in prime locations, alongside a year of sporting events organised by the bank to promote the campaign. Standard Chartered then went on to create the brand promise, ‘Here for Good’ and the bank continues to help people and businesses prosper across Asia, Africa, and the Middle East.