After aggressively expanding into the region, Maybank now had to consolidate its position against local and regional rivals. We solidified its identity around a singular vision of 'Humanising Financial Services Across Asia' that would influence every behaviour, decisions and communications. One that would involve every Maybanker. We started with the brand identity which was refreshed to reflect Maybank's key equities, and a flexible yet robust visual language, moving on to a brand architecture for its massive portfolio of products and services.
The launch of the bank's new identity in September 2011 received much local and international press coverage. Maybank has since gone on to consolidate its number-one position as the biggest Islamic bank in South-East Asia.
