Following OCBC Bank's Stay True brand refresh in 2017, FRANK needed to realign itself to the same tune while maintaining relevance to its younger target market. We started with a simple insight: that when it came to selling finance to youths, it was a confusing place. On one hand, you had the know-it-all bankers who somehow had answers to a life our audience barely got figured out... and on the other, you had the bank who spoke the language, dressed the style, asked the right questions but just didn't have much of an answer...
We decided to take a different approach: by Saying It As It Is.
We also needed a strong identity that set up apart from other banks. This we found in a highly versatile brand grid inspired by the new tagline.
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