This was the first rebranding project for the organization in its 60 year history. Cathay Bank was in need of a brand strategy and activation that helped them be more relevant to the needs of their diverse set of employees and younger customers craving better digital experiences.

The project required collaboration with our Beijing and Shanghai offices to ensure the work was culturally relevant. We evolved their look to reinforce the new strategy 'with you on you journey with hard work and heart'. Inspiration for the logo came from the traditional Chinese chop. We modernized it and utilized the Latin characters ‘C’ & ‘B’ to allow the brand to connect with more diverse audiences while not losing sight of their heritage.