#BeraniBerubah: rebranding a rural bank for digital growth
BPR Hisobhan was a legacy rural bank with a new generation of management and bigger ambitions. The work was a full rebrand into BPR Triastra, a launch campaign, a lead-gen funnel aimed at younger business owners, and the internal enablement to make the change stick.
Context
BPR Hisobhan is an Indonesian rural bank (Bank Perkreditan Rakyat). Its incoming generation of management wanted to expand the market and transform the bank digitally, in step with how the market was evolving. The mandate covered the brand at its core and the campaign to take it to market.
The problem
A legacy banking name carries trust with its existing base but does not speak to the audience the bank wanted next: Millennial and Gen-Z business owners. A logo refresh would not be enough. The brand needed new meaning, a new name, and an organization ready to operate it.
The approach
- Redefine the brand at the core. Redevelop the brand and its values, not just the look, and relaunch it as BPR Triastra.
- Launch it with a campaign: #BeraniBerubah. "Dare to change" carried the rebrand to market, anchored by a brand film and social campaign.
- Build a funnel for the new audience. An eBook lead-generation offer designed to filter for Millennial and Gen-Z business owners, supported by content, ad creative, and a new website.
- Prepare the team to run it. Consultation and training so the organization could carry the digital transformation forward after launch.
What was delivered
What carried forward
A rebrand is not finished when the new logo ships. It lands when the organization can run the new brand and reach the new audience. Pairing the rebrand with a lead funnel and internal enablement is what turns "dare to change" from a tagline into an operating change.
A rebrand that the team cannot run is just a new coat of paint.
Work delivered via Calibreworks. Outcomes described reflect contributions to a team engagement.