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MSB at 25: Rebranding for Customer-Focused Banking

Malayan Savings Bank marks milestone with a new look and reaffirmed commitment to its customers

Brand milestones are celebrated for a reason: they signify that the brand is fulfilling its promise to customers, and that it is evolving with the times. For our partner Malayan Savings Bank’s (MSB) 25th Anniversary, the achievement meant thousands of Filipinos served through savings and loan products that help them fulfill their life’s goals – whether they are individual customers, small business owners, or corporate clients.

MSB is also ushering a new era of growth as the bank steers itself towards digital transformation. This and the bank’s 25th year are two events that called for an anniversary campaign which Storyscope helped build and execute as MSB’s partner communications agency.

We kicked off the campaign with a brand review to see how the bank can better adapt to the present and future. This translated to the new tagline, “Kaya ‘yan with MSB!”, which emphasizes the bank’s rich portfolio of financial products fit for every type of customer, as well as the ease of service that is perfect for first-time customers or those who just started their financial journey.

Together with design agency Brandyard, we visualized MSB’s brand promise through a new logo and brand book which now serves as standard for the bank’s internal and customer-facing collaterals. The resulting look gives a wider appeal to the brand, intended to capture both the banked and unbanked segments of its target market.

Upon launch, we leveraged on our expertise as a public relations agency by seeding press releases about MSB’s 25th Anniversary Campaign. Traditional and digital publications helped us share MSB’s brand story through their coverage, and we followed it up with press releases on MSB’s new loan products – Motorcycle Loan and Teachers’ Aid – to sustain the buzz and interest for the bank.

On social media, we created content that is more attuned to the psyche and priorities of MSB’s target market. Apart from directly promoting MSB’s loan and savings offerings, we created educational content to promote financial literacy among the public. These are well received, and our work has helped MSB’s Facebook and Instagram pages post three-digit growth in reach, visits, and engagement in 2021.

We also introduced the brand to digital ads to further boost inquiries and take up for its loan products. Through ad campaigns that reflect insights gained from our organic content, we were able to deploy social media ads that customers can relate to, and thus respond to. These helped achieve brand awareness and provided customers with an immediate line to log inquiries for products like auto, home, jewelry, and teachers’ loan.

To complete the brand refresh in line with MSB’s silver year, we also did a website overhaul. From inception to launch, we capitalized on our agency’s expertise in digital, content, and design to create a website that is intuitive, user-friendly, and provides all the necessary information to help customers decide on a savings or loan product.

Today, we continue our work for the brand as MSB positions itself as one of the foremost banking institutions in the country. The 25th Anniversary Campaign initiative is a product of collaboration between #TeamStoryscope and MSB, and is proof of how trust between partners and commitment to the endeavor bring results that don’t just look good, but deliver the campaign’s objectives, too.

Looking to do the same for your brand? We’re here to help! Contact for a free consultation.


What We Did:

Campaign Development

Brand Identity and Strategy

Visual Identity

Press Releases

Social Media Management

Digital Advertising Strategy and Management

Website Development


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