Background
Bank of Chengdu, sponsored by Chengdu municipal financing was founded by the Chengdu commercial bank. Based in Chendu city, it aim to become largest local bank in eastern China, and one of leading bank in the nation.

Challenges
With the systematic reform of Chinese banking, the state encourages potent regional commercial bank to expend shares to enable cross-region business operations. For Bank of Chengdu, the competition became extremly harsh by confronting the 4 biggest national competitors. How to make the best use of this opportunity brought by the financial system policy was the main question. The bank realized that brand is a sharp weapon to compete against better known Bank while leaving behind smaller competitors. Bang took the responsibility to help Bank of Chengdu to upgrade the brand influence.

Solution
Following the precept “strategy first”, the BangBrand department provided a series of brand perception report, brand behavior strategy and potential messages define through tag-lines and statements. Bang made a comprehensive preliminary audit with of the senior administration, mid-administration teams. The survey made appear specific values unique to the Bank of Chengdu. The design of the logo and the VI system were directly inspired from the survey answering clearly declared major expectations. The MediaBang and NetBang department tailored an offline and online advertising campaign to launch the new brand image effectively. It is now among the top rated local bank in China.