UOB Kay Hian aligns brand strategy, identity and digital experience
15 September 2026
UOB Kay Hian’s updated brand aligns strategy, identity and communications
UOB Kay Hian (UOBKH) has built trust with investors and institutions for more than 100 years. The Singapore-headquartered financial institution is respected for its large APAC footprint and proprietary research.
UOBKH teamed with Stepworks to align its brand strategy, identity and websites with its evolving multi-market, multi-product business.
The initiative aimed to clarify UOB Kay Hian’s position, raise the consistency of its regional communications and bring renewed energy to its brand touchpoints.
Building on strong foundations
The process began with stakeholder interviews and a review of peers and competitors. These findings informed a brand model, architecture, stories and messaging framework. Key audiences include retail investors, high-net-worth individuals, institutions, business partners and internal teams.
The positioning phrase Serious about investing, 研以深 投以專, distils the brand’s commitment to disciplined investment, wealth management and corporate finance. It provides a clear idea for communications across the parent brand and its services.
A refined brand identity with regional reach
Stepworks refined the UOB Kay Hian identity while respecting its established heritage. The system introduced a unique design language, colour palette, typography, and photography style guidance. The brand identity was also adapted for UOB Kay Hian’s private wealth offering.
Brand guidelines and master assets help teams apply the system across stationery, advertising, presentations, publications and digital content.
Templates for research reports, email campaigns and social media extend the approach into recurring communications.
Bringing the system online
The brand identity was applied to the corporate website. Deliverables included content strategy, information architecture, messaging guidelines, wireframes, interface design and a reusable component library.
Updated group and Hong Kong websites present the range of UOB Kay Hian services through a clearer structure and a consistent voice.
The product of close teamwork, the strategy, design system and digital experience give UOB Kay Hian a practical platform for building a coherent and consistent brand across markets and channels.
