Chinabank reaffirms its customer focus with new campaign, brand refresh

Chinabank has updated its brand and image with a brand refresh program and digital campaign to appeal to a new generation of customers.

Aside from rolling out new signages at its head office and branches, the 103-year-old bank also released new billboard ads at EDSA-Magallanes and the SM MOA globe featuring its first ever brand ambassador, Miss Universe Philippines 2023 Michelle Dee.

Dee is a third-generation member of Chinabank’s founding family. Her grandfather, Dee K. Chiong, was former Chinabank Chairman Dee K. Chiong, whose leadership shaped the bank into prominence.

The bank also released on social media its new ad and jingle “Focused on You”:

The brand refresh builds on Chinabank’s solid foundation as a trusted bank with a keen understanding of its clients’ needs in an evolving landscape.

The bank’s new tagline—“Focused on You”—shows its dedication to serving customers and prioritizing their interests. For over a century, the bank has helped tycoons when they were just newbies, billionaires when they only had a billion to one shot. To this day, the bank gives the same focus and attention to all its customers, valuing the size of their dreams above all else.

The new logo, with its stylized “CBC” monogram—a symbol that embodies stability and simplicity—gives Chinabank a younger, more agile, and dynamic look.

“Chinabank has been growing and transforming through the years, in step with the times and more importantly, in line with the changing needs and perceptions of our customers,” Chinabank Investor & Corporate Relations Group Head Gerald Florentino said.  “We believe this brand refresh will develop the Chinabank brand in the right way and enable us to deepen existing relationships and connect with a broader market.”

Established in 1920, Chinabank has been known as a businessman’s bank with a strong affiliation with the Chinese Filipino community. While maintaining its deep ties with this niche market,  Chinabank has grown into a strong and stable universal bank—now the country’s fourth largest private domestic bank—offering a full suite of banking products and services. In line with its growth strategy and digital transformation, the bank’s leadership recognized the importance of refreshing Chinabank’s brand and image.

Multi-awarded advertising agencies Yonder and TBWA were tapped to develop the bank’s new logo and creatives, respectively.