SSI | The Business of Success | Vietnam

Established in 2000 and said to be one of the first securities companies in Vietnam, partner of Shift Subha Hari said: “The rebranding is not an attempt to distance the brand from its past, but rather an effort to more appropriately reflect what the brand stands for today and will stand for in the foreseeable future.”

The company has transformed its image with a brighter red colour, from maroon and grey. Nine bold lines then spelled out SSI logo, representing the “nine dragons’ (or rivers) that made up the Mekong River. “As the vital artery of the region, the Mekong was the natural choice to symbolise the role of the new SSI in bringing success to its customers, employees and shareholders,” said Toby Johnston, also the partner and creative director at Shift.

The rebranding is part an internal upgrade of SSI. A central brand management team is set up for the sole purpose of implementing and educates staffs on the change nationwide. SSI employees will also go through new customer service trainings to ensure the new image is communicated to the clients.

Shift was set up in August 2008 by four ex-leaders of Greater China at Landor Associates.