Bank repositions wealth management service to appeal to new generation

Traditional companies, such as banks, can find it difficult to engage with younger consumers.

SupremeGold is a wealth management service, delivered by Bank of East Asia (BEA), that targets the affluent customer. After 10 years in the marketplace, SupremeGold needed to become more appealing to a rising generation of young professionals without alienating its existing customers.

Two years ago the BEA underwent a rebrand campaign with brand and marketing consultancy Prophet. The two bodies reunited to create a new identity for the large independent bank’s SupremeGold offering.

Vincent Hui, general manager at BEA, says, “We chose to partner with Prophet again on the SupremeGold rebranding project as we have previously worked with them, and they have a great understanding of our requirements and brand strategy.”

The new brand’s visual identity, brand positioning, retail design, and overall customer experience, communicate its new attributes; style, sophistication and a consumer focus.

The visual identity is based upon the brand concept of ‘Wealth Health’ and uses the metaphor of abundance in nature. Using rich and colourful imagery, the visual identity extends across every brand touchpoint, creating comfortable environments while promising a healthy and long-lasting financial partnership.