FINANCIAL

Financial Services

From banks to Insurance providers, Brendan McMahon has worked with a number of global brands over the past 20 years. Solutions range from communications alignment for new product positioning for banks and financial services to identity development for a Japanese bank. The largest project was a corporate brand overhaul and rollout of a new identity with Samsung Life Insurance in South Korea.

Samsung Life Insurance: Rebrand for Growth

Samsung Life Insurance is one of the largest insurance providers in Asia and globally ranks in the top 50 providers. The board had undergone a strategic review of legacy products and competitive movements, regulatory changes and concluded that it needed a strategic brand refresh. The 6 month project was to create a positioning for the overarching corporate brand but if necessary to look at the product brands in the channels of mainstream and affluent member channels. The recommendations were to create and align an identity that could create a family of brands tied to the core of the Samsung corporate brand to keep the equity of the Samsung reputation and strength but at the same time to allow sub-brands in the channel to leverage on specific attributes where appropriate.

Mizuho Finance Group: New Financial Global Platform

MFG needed to create a visual and verbal communications platform for its new global financial products for institutions which were being launched on the back of new corporate positioning. We created the necessary messages and tested them in several markets in several languages and aligned the tone and manner for consistency.

SMFG Japan: New Brand Identity

Japanese banks in the early part of this century embarked on consolidation and mergers as regulation changed. One early mover to embrace branding was Sumitomo Mitsui Financial Group. We developed an identity sensitive to local Asian taste and palette resulting in an enduring identity driven by an iconic shoji screen rising to reflect the company’s rising fortunes and the stock markets.