Slideshow Image 34 Slideshow Image 36 Slideshow Image 37 Slideshow Image 38 Slideshow Image 39
Over time, UCPB’s reputation has been built by a dedicated group of front line staff & Branch Managers who believed in going the extra mile to help their customers. In positioning the bank for the future, there was an opportunity to develop a brand promise that captures this customer service spirit & inculcate this across the organisation, especially among new staff.


Communications
Based on the infinity sign, a new logo representing “Lifelong Relationships’” was created. Complementing this was a communication toolkit & materials that made bank staff & their “customer stories” a focal point.

People
In a series of workshops, the brand promise was translated into customer expectations that were used to review existing customer initiatives & identify new ones. The brand was launched at a management convention & new initiatives were announced.

Products & Services
We visually aligned the UCPB group’s portfolio of business brands with the masterbrand & developed a consistent naming convention for its products.

Experience
Ideas for a new in-branch environment were developed & illustrated in a concept brief for architects. We designed a new web interface to improve ease of product-search & to highlight customer stories.

www.ucpb.com.ph