Building the SMBC Brand:
Leading the organization under a unified brand program
Role: Art Director/Marketing Project Manager
The Ask: To develop and execute a multi-phased brand strategy to build brand awareness and achieve sustainable business goals in the Americas division. The goal of the brand strategy was to reinforce the firm's mission, vision, and culture while communicating the firm's value proposition to our employees, candidates, and clients.
In collaboration with our brand consultant partner, Projekt202, we engaged executives, managers, and sponsors and conducted a benchmarking survey to identify gaps and opportunities, and provide other key findings to understand external factors that impact culture, values, and value proposition.
For the new logo rollout we redesigned stationary, pitchbook templates, office signage, swag, and marketing collateral to reinforce SMBC’s new branding in accordance with clear and concise style guidelines.
Following the rollout was the alignment of all web properties, both internally and externally, including the redesign of the public website, intranet, subsites, and LinkedIn company page.
The result was a fresh brand identity that matched SMBC's values and culture to support the brand, corporate values, and strategic priorities.
Globally, the brand has been featured prominently at one of Asia's premier golf events, The SMBC Singapore Open, an annual tournament headlining some of the world's top golf professionals. Visitors were treated to golf-themed activities and various Skills Challenge putting booths to win exclusive prizes (below).
