The Challenge: Launching the first digital bank in Singapore meant building recognition and trust with you, the people of Singapore, from day one. The challenge was to establish a distinctive brand presence that could introduce Trust at scale, speak directly to Singaporeans, and stand out in a highly competitive financial landscape.

The Approach: Working as a Senior Creative under the Creative Group Head, I helped define Trust’s launch look and feel, translating the brand into a bold and flexible visual system. From there, I helped develop the creative across a wide range of launch assets, which highlighted the brand’s CVPs from concept to a four-day shoot.

The Outcome: Trust launched with a high-impact, integrated campaign that took over Singapore, creating a highly visible presence across the city and consumer touchpoints. The breadth of launch assets established a cohesive visual identity and gave the new bank a distinctive presence from day one. As a result of the successful launch, Trust gained over 100,000 new customers within just 10 days, firmly establishing strong early momentum in the market.