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Krungsri 2014 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: Thailand
Industry/Sector/Keywords: Financial Services, Banking, Insurance
Below: Before and After Images in Slide Show, Summary, Credits

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Krungsri -


Industry Setting
Bank of Ayudhya (Krungsri) is a leading Thai financial services company. Celebrating its 65th anniversary milestone, the bank was looking to enter its next stage of growth. Having undergone many changes in recent years including a significant strategic acquisition of GE Money Thailand, Krungsri needed a platform to unify its subsidiaries. It needed to communicate 'One Krungsri' to key stakeholders and ultimately become a top three Thai bank.

Although Krungsri was a familiar household name, it was also associated with being the ‘old lady bank’ of Thailand, slow to market with new products and lacking the energy and innovation of other local banks and the increasing number of international players. The introduction of new back-end technologies to vastly improve the customer experience provided tangible proof points to create a more powerful positioning.

We developed a strategic positioning and new identity system that brought to life the idea of ‘simplicity’, tapping into the needs of the busy Thai consumer.

The new identity features a crisp new name. The name “Krungsri” was actually the colloquial name of the bank known formally as ‘Bank of Ayudhya’. This strategy to adopt the ‘Krungsri’ name in the logo allowed us to modernize the brand, without alienating heartland consumers.

The new system is modern, vibrant and clean. It also introduces a contrasting dark grey color that provides greater standout for the brand’s signature yellow color, greatly improving visibility and modernity of signage.

The refreshed identity, name and visual system were very well received, with customers also appreciating the attention given to the heritage of the brand. The introduction of stronger, contrasting colors ensured Krungsri retained a highly visible and differentiated presence at street level.


Client: Krungsri -

Brand Strategists/Designers: Interbrand -

Creative Director: Marcel Wijnen
Design Director: Matt Anderson
Designer: Charlene Koh
Design Implementer: Linda Tan
Design Implementer: Kenny Tiang
Strategy Director: Anne Donohoe
Senior Consultant: Daria Guskova
Senior Consultant: Sherlyn Tan


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