The Bank of the Philippine Islands (BPI), Southeast Asia’s first bank, has been integral to the nation’s progress since 1851. While its heritage of trust and reliability remained strong, BPI faced the challenge of modernising for a digital-first era, attracting millennial customers, and bringing clarity to a fragmented brand architecture — all without losing the gravitas of a national icon.
Bonsey Design worked with BPI to define a strategic framework that aligned brand and business ambitions. A comprehensive brand audit, stakeholder interviews, and workshops led to the articulation of a refreshed value proposition, and a new mission statement to "nurture every Filipino’s future with a trusted approach to managing money and innovation that makes life easier every day.” The accompanying brand narrative focused onclarity, accessibility, and future-readiness while amplifying the bank’s legacy strengths.
The strategy came to life through are vitalised identity system. BPI’s iconic Escudo was simplified yet enriched with symbolism: the crown for trust and legacy, the shield for protection and openness, the tower for responsibility, and the lion for courage. A sharper wordmark and digital-first design language ensured impact across every touchpoint, from branches to mobile apps.
The result was a brand that feels modern, consistent, and relevant while remaining deeply rooted in heritage. Testing confirmed its success: 63% of respondents preferred the new identity, and 83% identified BPI instantly in blind tests. The refreshed brand now balances tradition with contemporary relevance, strengthening BPI’s position as the Philippines’ most trusted, future-ready bank.
