HONG KONG - 12 August 2014 - Prophet, a strategic brand and marketing consultancy, has announced its collaboration with Bank of East Asia, Limited (BEA) to contemporize the SupremeGold brand to better fit the needs of today's young affluent customer. The new SupremeGold is stylish, sophisticated and customer-centric, brand attributes that come to life in the brand's new visual identity, brand positioning, retail design and overall customer experience.
Prophet has worked with BEA for two years, helping the large independent bank to significantly stand out from competitors with a bold and impactful rebranding campaign launched in April 2013. Bank of East Asia re-engaged Prophet to address SupremeGold -- a wealth management offering created for affluent customers. After 10 years in the marketplace, SupremeGold needed to be repositioned to meet the needs of the emerging demographic of successful young professionals without alienating its existing customers.
"We developed a brand story, campaign and retail experience that will make Bank of East Asia's SupremeGold offering more appealing to a new generation of affluent consumers while still resonating with their traditional customer base " said David Brabbins, Associate Partner at Prophet.
The design of the SupremeGold visual identity and customer experience is based upon the brand concept of "Wealth Health" and uses the metaphor of blooming natural environments to communicate the idea. This concept inspired a retail environment with an abundance of richness, colourful materials and comfortable furniture -- a place for customers to relax and enjoy. The refreshed brand is expressed at every touchpoint, underscoring BEA's commitment to work with its customers in a healthy, long lasting partnership that builds their wealth year after year.
"We chose to partner with Prophet again on the SupremeGold rebranding project as we have previously worked with them and they have a great understanding of our requirements and brand strategy," said Vincent Hui, General Manager at Bank of East Asia.
