OREANDA-NEWS. April 16, 2013. The Bank of East Asia (“BEA”) has introduced a new look for its brand, which will be applied in phases to all BEA corporate materials, signage, and other displays in the markets where the Bank operates worldwide.

The new look is based on a band of five coloured “light rays” symbolising professionalism, customer-focus, integrity, progressiveness, and innovation – the core values of the Bank. It is designed to project a more vivid, energetic, and forward-looking image for the Bank, and to create a bolder statementon a street level. “We are delighted to reveal our new look to the general public,” says Mr. Adrian Li, Deputy Chief Executive at BEA. “Given our efforts to extend our reach to younger customers and introduce innovative, valued-added banking services, we believe that our revitalised brand identity reflects the spirit of BEA, and our commitment to providing warm, personalised service to each and every customer.”

As part of the branding campaign, BEA has developed the new tagline, “Enriching your world”, to communicate BEA’s commitment to helping customers improve their lives and achieve their goals through the provision of quality banking and financial services. In addition to the tagline, fouradditional messages will be promoted, namely “We are here, whenever you need us”, “We
care about your every need”, “We make banking even more accessible”, and “We innovate to enhance your banking experience”. An animated video promoting these messages is now on display in BEA branches.

BEA’s new look has already been applied to 10 branches 1 and will be applied to the remaining branches over the next two months. The new design will also appear on BEA ATMs and the Bank’s directories, materials, and so forth. To celebrate the new look, boxes of Jelly Belly jelly beans will be given out to branch customers on a first-come, first-served basis while stock lasts.

Customers who scan the QR code on the candy box can view BEA’s new animated video. The campaign will also be promoted in print and bus advertisements and billboard advertisements in the Central MTR Station, as well as on youtube and other online sites.