Standard Chartered launches new global brand platform ‘Now is your time’

Singapore – Standard Chartered has unveiled its new global brand platform, ‘Now is your time’, aimed at encouraging individuals to act with confidence in pivotal moments.

The platform builds on the bank’s long-standing presence in investment, trade, and wealth corridors that connect capital and commerce across fast-growing markets.

Developed with creative agency Leo Singapore, the campaign highlights moments of decision-making and ambition. At its centre is the film Ode to Now, which follows four characters navigating critical junctures: Li Wen, a businesswoman investing in her daughter’s future; Rahul, a corporate investor who moves quickly on opportunities; Zahra, an engineer pitching a new idea; and Yeonah Kim, a child prodigy violinist making her mark on the global stage.

Kim, who has gained millions of views for her performances on social media, plays Li Wen’s daughter in the film and also recorded the soundtrack live with the Malaysian Philharmonic Orchestra. The campaign will continue to feature her through behind-the-scenes and digital content.

Standard Chartered said the campaign’s visuals are designed to capture the energy and determination behind bold choices, supported by a refreshed global design system to ensure consistency across markets.

“Standard Chartered has deep roots in the world’s fastest-growing economies, which enables us to connect our clients’ ambitions to real opportunities. ‘Now is your time’ celebrates that we’re here for those who choose to make things happen. Yeonah Kim, our incredible young violinist, has captured our hearts, and we are proud to see her take centre stage in the campaign,” said Sarah Hagan, global co-head of corporate affairs, brand and marketing at Standard Chartered.

‘Now is your time’ will run globally across out-of-home, television, digital platforms, and premium publishers.

Asheen Naidu, group executive creative director at Leo Singapore, explained, “Financial services advertising is crowded with glossy images of success, fixated on the end result. We chose instead to focus on the real-world moments that come before it—the grit, the vision, and the determination. Those moments gave us a visual language and an authentic tone for the Standard Chartered brand that reflect the energy and momentum that come from having the right support.” 

In January, the bank also introduced the ‘Now’s Your Time for Wealth’ campaign, highlighting Standard Chartered’s global network, expertise, and investment solutions. The initiative was designed to encourage affluent clients to take charge of their financial goals and seize opportunities to grow their wealth.