Revitalising the Pension Business
Pension banking remains a key focus for BTPN. As part of an on-going brand programme, BTPN looked at how this core business could be energised for rapid expansion.
Bank BTPN has traditionally been seen as a pension bank; in expanding its scope to focus on the wider mass market, the bank needed to extricate the corporate brand from this perception of being solely a pension bank. Concurrently, there was a need to refresh the existing pension identity and align it as part of the group’s brand architecture strategy.
The roll-out of this new identity and visual system across 3 types of branch formats throughout Indonesia is well underway.
To reinforce that BTPN remains the group brand Activiste developed a separate descriptor for the Pension Business – Purna Bakti. This term recognises the contributions of retired civil servants. To communicate and signify the change, as well as to reflect a personality and focus on pensioners, we developed a new identity for the pension business and brought it to life through a comprehensive visual system that included business stationery, communication collateral, environmental graphics and signage systems that are currently being rolled out in the new and existing BTPN Purna Bakti branches.
A refreshed outlook and positive responses from customers as well as the corporate community.
"When BTPN needed a Branding Consultant, Activiste was the ONLY choice in my mind given my past experience with Kim and her team. Once again, Activiste has demonstrated its ability to quickly grasp the essence of our vision and through the combination of 'out of the box and pragmatic thinking‘; creatively crafting an extremely original brand which captures the soul of what BTPN stands for."
Jerry NgPresident Director, Bank BTPN