Indonesian bank eyes 'Citibank' tag

One of several banks rescued by the Government after the Asian crisis, BII retained its name in the Landor-created rebranding effort. Landor Indonesia's chief Daniel Surya said BII was looking to become the "local Citibank", serving a broader customer base beyond its pre-crisis Chinese market. The new identity imparts a contemporary and modern feel, with lower case lettering used to evoke a sense of confidence without diluting its friendly and approachable persona. "BII is moving away from communicating multiple brands to focusing on a single, strong corporate brand from which new products and services can be launched," said Landor's Asia-Pacific managing director, Michael Ip.

BII's agency AdWork Euro RSCG has created a print campaign to support the relaunch. "The launch campaign has been done in such a way to avoid a relaunch iceberg trap in which most relaunch campaigns end up as just a new logo in the consumer's mind," said AdWork managing director Andoko Darta. Drawing on BII's newly-stated brand beliefs and updated visual identity, the campaign features two red dots talking to each other to convey constant communication with customers and stakeholders.