Manulife Hong Kong refreshes brand image

As part of a recent global brand update, Manulife Hong Kong has introduced a refreshed logo and visual identity, with the first wave of OOH advertising campaign rolled out at MTR stations, trams and buses.

The global brand update underscores focus on simplifying the complex for customers around the globe, said in a statement of the company.

“This is the most significant brand update in our 130 years as a global company,” said Isabella Lau, chief customer officer of Manulife Hong Kong. “The cleaner and more streamlined look embodies Manulife’s focus on simplifying the complex for customers. It not only reflects our values and the modern and dynamic capabilities we have today, but also affirms our commitment to helping make financial decisions easier and lives better for our 2.2 million customers in Hong Kong.”

The new brand assets will continue to be rolled out in Hong Kong and around the world throughout the rest of the year and into 2019.

The company adopted a customer-centric approach globally. According to a statement, Manulife Hong Kong plan to invest heavily in redesigning its customer experience and using technology to make it easier for customers to plan for the future. The company is also streamlining its product and service offering and reducing the complexity of its internal processes.

“We live in a world where we’re surrounded by choice. At the same time, it’s harder than ever before to decide which products and services are best for us,” said Manulife global CMO Gretchen Garrigues. “Recognizing this reality, we are committed to helping our customers cut through the noise and make confident decisions as they pursue their life goals.”

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