FutureBrand revamp on the money for Citic First

FutureBrand is overhauling the brand environment for the priority customers of Citic Ka Wah, a top five Hong Kong bank. The consultancy will present initial concepts this week, after being appointed last month to work on the entire retail experience of Citic First, the bank’s priority sub-brand.

Creative output will come from FutureBrand’s London office, led by account director Davide Bigoni, creative director Mark Staton and design director Rik Zygmunt. The group’s Hong Kong office will act as a local base, becoming more directly involved during the implementation stages.

Briefed to create a ‘rewarding customer journey’, FutureBrand will develop detailed concepts for interior environments, graphics, communication materials, furnishings and lighting.

Alongside the graphic and interior elements, Bigoni will introduce ‘inspirational messages’ to the Citic First branches. ‘You cannot crowd the environment with facts and figures about interest rates. It’s about combining a five- star hotel experience with banking,’ he explains.

FutureBrand was appointed by Reno Cheng, senior consultant for branch branding at Citic Ka Wah, on the basis of Cheng’s on-going relationship with the group.

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