FRUM

A unique brand identity is the first step to sustaining customer satisfaction in a rapidly changing market environment. KB Kookmin Card needed to establish and expand its own unique identity through consistent brand communication across the communication channels. FRUM started a project with the goal of building a visual system and creating guidelines based on the brand strategy of KB Kookmin Card.

By deriving the key design spectrum of “service and experience,” “information and understanding,” and “standard and expansion” and analyzing the communication needs from the customers’ point of view, KB Kookmin Card’s new communication theme was set as “kind, visible, and warm.” Through the renewal of 15 core marketing tools reflecting them, a visual system was established in the three core communication elements of “Format, Content, Emotion.” In addition, by producing and distributing guidebooks for the continuous management and expansion of the brand identity, we improved brand understanding internally and set a benchmark for business progress with external partner companies.

With a Retain partnership with FRUM, KB Kookmin Card is solidifying its position as a financial partner that is loved by all Koreans by building a new visual identity through communication strategies and design solutions from a brand positioning perspective.