TMB, one of Thailand’s foremost banks, had undergone a repositioning of its image in the past few years and become known as a leader of innovations in the banking industry.
TMB wanted to create an annual report with a creative concept that reflected its positioning and invited a few agencies to pitch for the project, including Brand New Day.
Our winning solution was themed on the concept that revolved around TMB being the ‘Blueprint for Change’, reflecting its positioning as a leader and innovator in the Thai banking industry. TMB ‘owned’ many banking innovations, introducing never-seen-before products to market and operational processes that helped both bank employees, customers, and other stakeholders. As these innovations were in line with TMB’s ‘Make the Difference’ philosophy, we felt it was important to further cement its positioning as a true pioneer of change.
The design of the annual report was fashioned like a blueprint. Its dimensions were still that of a book, to keep to the expectations of seriousness and believability, as annual reports present information crucial to an organisation’s success. The report’s colours were in white and blue, reflective of TMB’s corporate identity, and complemented with black and white photography of senior management posing with blueprints, deep in thought or in conversation with one another.
This idea came about as a reflection of all that TMB does and has done, in its customer-centric quest to give more value to all those who come across it, including shareholders and the community at large, with its investments in CSR projects. Blueprints are also usually seen as works in progress, so this style also communicated TMB’s positioning as constantly changing and evolving for the better.