Understated wisdom requires great discipline. It is an elegant quality that is all at once worldly and sophisticated, yet modest and deferential.

Presenting OSK Investment Bank’s new look and improved identity, to be unveiled by its rebranding campaign titled ‘Done.’

Yes. No. Done. These are simple, definitive and succinct words. They work better and much harder than long, complex sentences. These are words that resonate soundly in the financial sector, where clear precision is a prized virtue. Especially relevant is the word ‘Done’, used by industry professionals on a daily basis upon assignment of task or when closing a deal. ‘Done’ is worth its weight in gold as a seal of quality. It reflects the positive, go-getter attitude of OSK as a whole, known in the business world as the experts who get things done. Our advertising campaign aims to actively claim ownership of the word ‘Done’ so that in time, the word and the essence of the word will become synonymous with OSK Investment Bank.

We intend to make OSK’s current tagline ‘Let our expertise work for you’ work harder by placing it at the end of the bodycopy (where applicable) to reinforce the message. Without bodycopy, it remains a tagline. The tagline will not be used for internal communication materials.

In our advertising communication, we achieve understated elegance by adopting a sensible, minimalist approach to art direction and design. At the same time, the writing style and tone of voice articulate the wisdom. To OSK Investment Bank and its target audience, time is of essence. Hence, we say only what is necessary, not a word more. The tone of voice is precise, knowledgeable, professional and confident. It sounds refined and exudes positive, dynamic, masculine qualities.

From a business point of view, the square frame reinforces the no-nonsense, impartial and professional image that we want to portray. It also represents the organization’s solid foundation built on decades of experience, industry expertise, strong local command and growing regional network, and esteemed professional reputation.

From a design point of view, square is the choice of the purist who continuously strives for perfection and has high expectations of him/herself. We propose the use of Pantone Gold 871C, the same used for the new OSK logo. As gold signifies a propitious outlook, financial wealth and the bull’s eye of a target, this is especially meaningful in the financial sector.

Harmony is achieved by balancing the logo at bottom right with the headline at top left in all advertising communication in all mediums. The layout is contemporary, simple and clean, yet distinctive.

Country headquarters arranged neatly in a row at the bottom indicates the size of the flourishing OSK Investment Bank network.