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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.