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A south pacific bank rebrand reflecting regional growth and digital transformation

Research

Brand Strategy

Brand Identity

Investor Communications

Digital Design

UX/UI

Campaign

Content

BSP faced the challenge of evolving beyond the perception of being primarily a PNG-based bank to one that inclusively represents and serves the wider South Pacific region.

The rebrand needed to signal a shift toward a digital-led future, aligned with strategic plans, while reinforcing its role as a trusted community partner and supporter of prosperity within Papua New Guinea.

The challenge

In partnership with Sodali & Co's research team, qualitative and quantitative research was conducted across PNG, Samoa, and Fiji to assess BSP’s brand positioning and equity from both customer and staff perspectives. Phase 1 involved 12 focus groups exploring brand perceptions and experiences, while Phase 2 validated these insights through a broader customer survey.

The Sodali & Co Brand & Design team then led a structured brand strategy process, including stakeholder interviews, a brand audit, and market trend analysis. These insights shaped core brand pillars, personality, and a value proposition, ultimately guiding the creation of a culturally relevant brand identity with targeted messaging for both customers and staff.

7 Local markets in the South Pacific

BSP’s new brand identity unites Papua New Guinea, Vanuatu, Fiji, Solomon Islands, Samoa, Tonga, and the Cook Islands. Grounded in heritage, shaped by today, and inspired by the future

17 Months spent on the project

With the project kicking off at November 2023, the project ran for a rigorous 17-month brand and digital transformation journey.

40+ People on the project

A collaborative effort from all designers, writers, coders, videographers, photographers, artists, and directors coming together.

The solution

Uniting tradition and innovation under the purpose of Championing Prosperity for the South Pacific

BSP’s new brand identity is a powerful celebration of South Pacific culture, uniting tradition and innovation under the purpose of Championing Prosperity for the South Pacific. Rooted in heritage and inspired by a digital-led future, the brand reflects BSP’s commitment to inclusivity, growth, and cultural pride across its 7 countries.

The brand is supported by a system of locally designed patterns, each representing BSP’s values. Pattern is a vital part of South Pacific culture, woven into daily life, art, and storytelling. Recognising its importance, Sodali & co Brand & Design made pattern central to its brand identity, with each design crafted by local artists from its seven countries. These patterns now serve as a brand signature, featured across uniforms, signage and media. Together, they form a visual language that honours the region’s rich storytelling and artistic traditions, celebrating its creativity, unity and cultural depth.

These patterns now serve as a brand signature, featured across uniforms, signage and media. Together, they form a visual language that honours the region’s rich storytelling and artistic traditions, celebrating its creativity, unity and cultural depth.

Branching off the identity is a refreshed green palette balancing tradition and modernity–while photography and storytelling showcase real customers and communities. The redesigned websites and brand assets offer a seamless, digital first experience across all seven countries.

This comprehensive transformation not only modernises BSP’s presence but reinforces its role as a trusted, forward-thinking leader–one that stands for empowerment, inclusion, and shared prosperity for all communities it serves.

“The collaboration with Sodali & Co Brand & Design delivered an emotively powerful refresh of the BSP brand capturing the bank’s rich heritage to champion prosperity across the South Pacific. The team were able to articulate the cultural diversity of our markets and demonstrate our strategic vision. From brand research and analysis through to brand strategy and creative development and execution.”

– Marcellina Wolfgram-Haapai, ex Head of CX, Brand and Marketing BSP Financial Group

Thank you

We would like to extend our heart-felt thanks to our design team from Sodali & Co, our website build partners Code Brewery, and most importantly, our team at BSP in helping us bringing the brand to life.