In 2003, FirstBank needed to deploy a new brand identity seamlessly across over 300 branches nationwide. During the process, the bank wanted to manage cost and ensure efficient implementation. Alder was asked to provide solutions as implementation consultants during the brand transformation of FirstBank.

The project involved the development & deployment of business and corporate function materials, acculturation programmes, supervision of marketing communication and management of internal & external launches of the new brand.

We translated the new logo unto corporate function materials (account opening booklets, internal forms, etc), specifying paper types appropriate for the local market.

We then participated in the selection of contractors & supervised the production of signages and print materials. Deployment of materials was coordinated across 164 branches (for phase 1 of deployment).

The brand was launched in an elaborate ceremony conceptualised and planned by Alder. The event featured multimedia slides shows, a 3D walk through of a concept branch, a special FirstBank anthem and the formal unveiling of a mechanised model of the new logo.