Maybank, Malaysia’s largest financial services provider with over 20 million customers across 17 countries, faced a pivotal moment. Following the 2009 financial crisis, Asia’s growth prospects drew global attention, and the bank sought to evolve from a national leader into a credible regional powerhouse. The challenge was to consolidate its position, unify a fragmented brand, and communicate a purpose that resonated across diverse markets and audiences.
The journey began with a deep engagement process, involving employees, partners, and leadership, to define what it truly meant to “Humanise Financial Services.” Insights from these conversations informed a clear brand promise, expressed through five guiding principles and a distinctive personality that gave employees tangible ways to embody the brand.
We consolidated Maybank’s brand architecture, harmonising products and services under a simplified monolithic design, while carefully refreshing the iconic Tiger and logotype to feel contemporary yet approachable. Every touchpoint — from communications to customer experiences — was reviewed and elevated, supported by over 50 internal workshops and a train-the-trainer program to cultivate brand champions across the organization.
Within a year, the refreshed strategy and identity aligned the organization, strengthened audience connections, and helped Maybank secure recognition as Malaysia’s #1 brand. By combining heritage, clarity, and human-centred purpose, Maybank positioned itself as a modern, ASEAN-focused financial leader.
