Standard Chartered unveils client-focused brand platform
Standard Chartered has launched a global brand platform, which aims to position the bank as a partner that helps clients make decisive moves in key moments.
The ‘Now is your time’ campaign draws on the bank’s legacy in investment, trade, and wealth corridors connecting capital and commerce worldwide, which equips it with the skills and experience to support clients.
The campaign centres on a film, titled “Ode to Now,” which follows four characters navigating moments of ambition and achievement.
The film follows Rahul, a corporate investor navigating fast-moving markets; Zahra, an engineer pitching a bold idea; and Li Wen, a businesswoman investing in her daughter’s future.
Li Wen’s daughter is played by TikTok star and young violin prodigy Yeonah Kim, who appears as both character and herself, and will feature in exclusive social and behind-the-scenes content throughout the campaign.
“Now is your time” will run globally across out-of-home, regional TV, digital channels, and premium publishers, supported by a refreshed brand design system that delivers a more aspirational and consistent visual identity.
Sarah Hagan, global co-head of corporate affairs, brand and marketing at Standard Chartered, said: "Standard Chartered has deep roots in the world's fastest-growing economies which enables us to connect our clients' ambitions to real opportunities. ‘Now is your time’ celebrates that we're here for those who choose to make things happen.”