In 9 short years since its inception as a small securities firm, Saigon Securities Inc had gone on to become one of Vietnam’s best known financial services companies, with leadership positions in securities brokerage, asset management and investment banking. Shift. was engaged to help SSI express this transformation through its brand and communicate it to internal and external stakeholders.
Starting with a deep exploration of SSI’s internal culture and changing external environment, we positioned the brand around the idea of “The Business of Success”. We visually expressed this in a bold new “nine rivers” identity, inspired by the Mekong river whose nine tributaries have historically spelled prosperity for Vietnam. And we designed every part of the SSI experience from research reports and transaction forms to staff uniforms and branch interiors, to make brand interactions distinctive, impactful and cohesive. Working closely with the SSI team, we linked the brand idea to the daily actions of employees, communicated this through a series of training and teambuilding sessions. We also helped form and train a dedicated brand management team to take forward the brand following its relaunch.