Chinabank
A hidden gem reveals itself
When you think about the Philippines’ banking sector, Chinabank isn’t the first name you think about. But 104 years after its founding, it is today the country’s fourth-largest private domestic bank by total assets. In 2024, its stock price soared to a 10-year high, its market capitalisation surpassing the P100 billion mark.
As part of a broader transformation, Yonder helped lift the veil on its unique customer-first mindset, carefully raising its profile in a way that respected its close ties with the business community.
“Even if you're well-established, you must find fresh approaches to re-engage your loyal customers and build connections with new ones.”
Aileen Vallesteros, Chinabank’s Marketing Communications Department Head
A historically shy business with solid fundamentals was evolving, and something that felt unique to Chinabank was its quiet yet palpable focus on its customers and people.
It led us to co-author “Focused on You”, a statement of intent articulating the bank’s famed customer-centricity and applicable to both retail and business banking.
Taking cues from its Binondo Heritage Restoration Project (the location of its original branch, constructed in 1924) and its iconic red colour, we then refreshed Chinabank’s logotype and visual system.
The iconic “CBC” monogram was dusted off and given a stylish makeover. It now takes pride of place as the bank’s new stock symbol on the Philippine Stock Exchange (PSE).
The renewed Chinabank brand launched to acclaim in April 2024, with a dash of glamour from Michelle Marquez Dee, Miss Universe Philippines 2023 and the bank’s first brand ambassador.
“We worked so well with Yonder that they became an extension of our brand team.”
Nita Claravall, Senior Marketing Leader
Client
Chinabank
Sector
Financial Services
Geography
The Philippines
What we did
- Foundational insights
- Brand strategy
- Tagline
- Visual identity design
- Brand collaterals