Re-inventing a national retirement savings scheme

Malaysia’s Employees Provident Fund (EPF) wanted to shift its positioning from being merely a national retirement fund to being a trusted retirement savings services organisation, providing retirement planning advice and a variety of world-class products and services.
We developed a new customer-centric brand positioning for EPF: ‘Empowering members to secure better financial futures’. We translated this into a new visual identity system for the brand covering all touchpoints and experiences from branches to digital channels to BTL communications. We also modernised EPF’s famous crest.