Bangkok Bank is one of the largest banks in Southeast Asia, offering a comprehensive range of financial services to individual and corporate clients, including banking, investment, and insurance products.
Bangkok Bank
Industry Banking
Geography Global
Impact A revamped 360° brand experience
Lynxeye guided Bangkok Bank through a brand-centric revitalization, anchored in purpose and guided by design.
Challenge
Bangkok Bank set out to refresh its identity and reposition itself for the evolving banking landscape of Southeast Asia.
At a time when banks globally face declining customer satisfaction and rising expectations from a new generation, the role of brand has never been more critical. Competition is intensifying as neobanks, fintechs, and big tech players continue to redefine the standards for customer experience.
In this context, a strong and coherent brand experience is essential. It must reinforce trust and reliability, while also feeling contemporary, accessible, and seamless across every touchpoint. This is the ambition Lynxeye partnered with Bangkok Bank to bring to life.
Transforming the brand of a large-scale bank is a complex undertaking. It demands significant resources, specialist expertise, and careful planning, as well as close collaboration across stakeholders and disciplined coordination. Just as importantly, it requires clear, business-driven prioritization to ensure a smooth and effective rollout.
Impact
A few months into implementation, Bangkok Bank has already brought the new brand experience to life across a wide range of touchpoints. The redesigned identity has been successfully rolled out across both digital and physical channels, from the mobile banking app and website to thousands of ATMs, renovated branches, and updated signage at the company’s headquarters.
—This redesign resonates with millions of people across digital and physical channels, strengthening Bangkok Bank’s presence across Southeast Asia. The brand revitalization reflects strong collaboration, thoughtful design, and careful execution.
Brand Experience
Ready for the future
Bangkok Bank’s redesigned brand experience is firmly grounded in its positioning and strategy, serving as a key tool for connecting with a more dynamic and evolving target audience.
Lynxeye partnered closely with the bank to future-proof its design system and support the continued development of its offering. As a result, Bangkok Bank is well equipped to move forward as a modern, customer-centric institution.
At the same time, careful consideration was given to the expectations carried by a trusted legacy brand. For decades, Bangkok Bank has played an important role for individuals, entrepreneurs, and Thai society at large, a responsibility that remains central to its ongoing evolution.
Imagery
The image style focuses on the banks customers' aspirations and values, putting people at the center.
Bespoke typography
Meticulous attention to both Thai and Latin characters reflects a commitment to precision and inclusivity, enabling a typographic experience that transcends language.
Illustrations
Playful illustrations, built from geometric shapes and the Bangkok Bank color palette, bring a sense of energy and vibrancy to the brand. They depict moments from everyday life, alongside scenes of banking and customers engaging with the bank’s services.
Digital implementation
A digital experience built for millions
One of the first redesign initiatives focused on the Bangkok Bank mobile banking app, a prioritized touchpoint due to its large user base and central role in everyday customer interactions. As one of the bank’s most frequently used and visually prominent interfaces, the app offers a powerful opportunity to express its more modern positioning and shape how the brand is experienced day to day.
Lynxeye collaborated closely with the bank’s digital team to implement a cohesive and contemporary design for the app. The upgrade was delivered on top of existing legacy systems, reflecting the complexity typical of large-scale banking environments.
Physical touch-point rollout
A strategic approach to maximise launch impact
The Lynxeye team honored a unified experience principle when planning the physical touchpoint roll-out. This means prioritizing grouped touchpoints and ensuring that as many customers as possible receive a consistent, fully revitalized, brand experience.
—This redesign leaves a mark on the cityscape of Bangkok. In the urban cluttered environment, the simplicity of this design system stands out. The visual assets form islands of stability, creating a clear path for customers to engage and connect with Bangkok Bank.
Physical touchpoint roll-out
Refreshed, blue beacons in the streets of Bangkok
ATMs were early identified as a high-impact touchpoint in the rollout. Highly visible to both customers and the general public, they facilitate hundreds of thousands of daily transactions across Thailand.
Lynxeye developed detailed product design for the Bangkok Bank ATMs, leading end-to-end prototyping, testing, and approval processes. The first phase of rebranded ATMs was rolled out in 2023, reaching millions of people in central Bangkok.
Physical touchpoint roll-out
Elegant, intuitive branch experiences
The rebranding of Bangkok Bank’s branch network across Thailand plays a key role in creating a fresh and unified impression of the bank. Intuitive design enhances clarity and reinforces trust across both existing and future locations.
Lynxeye partnered with the retail banking organization and its architectural collaborators to bring the new brand experience to life in both new and renovated branches. Interior elements were updated with a contemporary expression, while exterior signage was modernized to stand out more clearly in streets and mall environments across Thailand.
