In 2021, when I was appointed as Head of Creative Department, I was tasked with evaluating and developing a strategy to change the brand image of FE CREDIT, with the aim of enhancing user experience and transforming the perception and trust of FE CREDIT's customers towards the brand.
Upon starting the job, I noticed several issues with the brand's visual system:
Inconsistency in the use of brand identity.
Unprofessional and poor-quality brand photography and talent image.
Outdated and inappropriate creative approach.
To tackle these issues, I implemented a fresh and professional brand visual system:
This involved evaluating and upgrading the current brand guidelines, as well as adding digital brand guidelines.
Organize workshops to educate the creative department staff and all company employees on the correct and most efficient use of brand guidelines.
Additionally, I created design systems and templates to classify products and applications, making it easier for customers to find relevant information and products that best suit their needs.
FE CREDIT visual templates
Application of the templates to the brand's visuals on social network.
To boost the brand image and gain a competitive edge, I refreshed the entire POSM for the sales department.
Personal Loan (PL) and Two Wheeler Loan (TW) key visuals
Consumer Durable Loan (CD) and Credit Card key visuals
VN Post Loan & FE Online key visuals
TW Standee
PL trifold flyer
VN Post A5 standee
PL bifold flyer
Moreover, I provided professional, modern, and inspiring creative approaches to help campaigns both within and outside the company, gain traction and resonate with customers.
‘New Chapter’ poster
FE Online promotion billboard
FE Online launch billboard
FE CREDIT 12th birthday poster
CS & Collection office poster
CS office poster
Finally, to assure professionalism and credibility in the company's image with clients and strategic business partners, I updated the entire brand photography.