Manila, Philippines – Chinabank has launched a brand refresh effort, as well as a digital campaign, to evolve the bank’s brand and image after 103 years. The goal is to make it more resonant and engaging for a new generation of clients. 

As part of a continuous introduction, the bank changed the signs at its headquarters and branch locations. It also made its brand-new jingle and advertisement, “Focused on You,” available on social media. Strategically positioned billboards at SM MOA Globe and EDSA-Magallanes showcased the brand’s first ambassador, Miss Universe Philippines 2023 Michelle Dee, who also happens to be a third-generation descendant of Chinabank’s founder family. 

Chinabank’s reputation as a financial institution that understands its customers’ needs in a dynamic environment. This is reinforced by the brand refresh campaign. ‘Focused on You,’ the bank’s new tagline, reflects its steadfast commitment to serving and putting its clients’ needs first. Its new jingle and online campaign both reflect this idea. 

With its ‘CBC’ monogram, the new logo represents simplicity and stability while giving Chinabank an impression of freshness, agility, and vibrancy. Advertising companies Yonder and TBWA had been appointed to design the new logo and creative aspects for the bank.

Aileen Vallesteros noted that the bank’s chairman, Hans Sy, and president & CEO, Romy Uyan, had a crucial role in everything from choosing the brand ambassador to creating the messaging and design.

Speaking about the brand’s revamp, Gerald Florentino, corporate relations group head at Chinabank, said, “Chinabank has been growing and transforming through the years, in step with the times and more importantly, in line with the changing needs and perceptions of our customers. We believe this brand refresh will develop the Chinabank brand in the right way and enable us to deepen existing relationships and connect with a broader market.” 

Meanwhile, Aileen Vallesteros, marketing communications department head at Chinabank, commented, “How you take the brand forward is vital to any company’s future success. Even if you’re already well established, you have to find fresh approaches to re-engage your loyal customers and build connections with new ones. Our ‘Focused on You’ campaign reinforces the brand’s strengths and makes Chinabank more relatable to the new generation of customers.”