Trust Bank
Tasked with building a new digital bank from the ground up, we partnered on the creation of Trust Bank — Singapore’s first fully digital-only bank, established through a landmark collaboration between Standard Chartered Bank and FairPrice Group. Combining over 200 years of shared experience serving the community in Singapore, the initiative aimed to redefine everyday banking for a broad and diverse population.
In a highly saturated and overwhelming category, Trust was envisioned as a refreshing alternative—one that prioritised clarity, empathy, and cultural relevance. Grounded in extensive research, audits, and stakeholder insights, we developed a brand strategy and visual identity that reflected the realities of daily life in Singapore.
DESIGN SOLUTION
The design solution centered on creating a brand that felt trustworthy, accessible, and distinctly local. The visual identity system balanced simplicity with warmth—using clear typography, a vibrant yet approachable colour palette, and relatable imagery reflective of everyday life in Singapore.
A key feature of the visual language was the use of hyper-local illustrations by Ee Shaun that depicted familiar neighbourhood scenes, local landmarks, and everyday moments unique to life in Singapore. These illustrations not only added warmth and personality to the brand but also fostered a strong sense of relatability and belonging among users.
Client: Trust Bank
Agency: Superunion