Industry
Finance
Company Size
>100
Years Prior
75
Project Year
2025
A Strategic Financial Services Rebranding
Modernising a Legacy of Trust
Our BrandPilot workshop brought C-suites and our brand experts together for a 2-day brand development workshop of discovery and creativity—a perfect balance of speed and outcome delivered for busy but passionate corporate leaders. Here, we rediscovered the foundational values that kept Singapura Finance going for 75 years, and co-created its rebirth for the generations beyond.
Heritage Brand Strategy: Refined for Performance
“Hang on, we actually have a rich heritage story that we should be talking a lot more about!”. Sometimes, the strongest brand identities prove to be the simplest. We often plunge into brand exercises looking ahead and beyond, and forget to look back and build upon the milestones that got us to where we are. With Singapura Finance, that strength lay in the foundations and virtues from a 3-generations-old family finance business.
Shaping a Modern Financial Trust Narrative
The Singapura Phoenix
More than a visual update, the Singapura Phoenix reimagines a beloved symbol with fresh meaning and depth. Merging the grace of the Eastern Fenghuang—a symbol of prosperity, wisdom, and harmony—with the boldness of the Western phoenix, it reflects both heritage and transformation. Its upward, infinite-wing form evokes resilience, progress, and boundless potential, capturing Singapura Finance’s mission to empower individuals and families on their financial journeys, as a steadfast partner through every rise and renewal.
Timeless Applications
Our direction was simple, but not simplistic. The brand refresh needed to feel fresh, balanced with familiarity—something that expressed an ambitious future, yet at home for a business 75 years in the making.
Our designs used clean vector expressions to depict complex concepts, like a Phoenix. Halftone treatments symbolise the small foundational steps that build a holistic future. The marriage of Serif with Sans-serif typefaces depict represent experience with youthful vigour.
Every brand element was thoughtfully designed with meaning, symbolism, and ability to harmonise, or stand alone.
Designed for Versatility
As a financial institution with clientele from all walks of life, it was important that the brand’s expression felt resonant across a variety of demographics. Yet, it needed to be recognisably Singapura Finance. Our design experts calibrated weights, colours, and imagery that allow the brand to express itself in a myriad of ways. From traditional to youthful, the possibilities for expression (and relatability) are multiplied.
Leaping Ahead — Honouring the Past
Sometimes, the greatest quality of a business is its tenacity through turmoil and time. This was a critical discovery made during our BrandPilot™ exercise. This is a business with tremendous history, experience, and story. It must be core and central to its brand. Old school is cool again, and for the brand to look ahead, it must honour its past and heritage.
A Rebrand Takes Flight
Brand refreshes are the perfect opportunity for businesses to refocus. Here, stakeholders realign their commitment to the company, its vision, and mission. It all culminates in a rallying cry and celebration of the business and the brand, through launch parties, town halls, and a flurry of outreach activities. It is the start of a more focussed, resonant, and purposeful brand that guides future strategy, communications, product, and business direction.
