Brash Creates an Inspirational Brand Experience For BEA’s Innovation Centre

HONG KONG, CHINA - Media OutReach - 1 February 2016 - Brash has partnered with The Bank of East Asia (BEA) to create a brand experience strategy that resonates with their ambitions of creating the best digital, omni-channel retail banking experience in the region. Brash's work includes an inspirational brand experience for a radical new innovation centre that harnesses the power of the digital age, whilst continuing to drive BEA's culture of innovation forward.

The iHub is a new environment specially designed to facilitate deeper communication and ideation.

The importance and symbolism of this transition underscores BEA's upcoming centennial anniversary, highlighting its legacy as one of Hong Kong's most established and largest independent Chinese banks. While firmly planted into history, the innovation centre demonstrates its willingness to look towards a future built on innovation and leadership.

The 3,500 square foot Innovation Centre is located on the 26^th floor of Millennium City 5, Kwun Tong, and has 3 specialised zones.  Each element of the new BEA innovation centre has been carefully considered by Brash. It informs all facets of the space, such as the iCentre, a space for all to interact with BEA's latest digital innovations and services. The iHub is a new environment specially designed to facilitate deeper communication and ideation while the new iLab is a new home for the bank's R&D team. With its open plan and communal style seating, the new space allows BEA's digital specialists to interact and share big data quickly, facilitating insights through data that benefit customers at a deeper level. For more information about the new BEA innovation centre, please watch the video here: https://www.youtube.com/watch?v=DlEhxRE-hog.

Brash's work reflects BEA's promise to innovate in all areas of its infrastructure, through the use of data, technology and cutting-edge interactive services. With digitization central to BEA's direction moving forward, Brash's work proudly showcases BEA's innovations to its current and potential customers, whilst also providing a state of the art working environment for their increasingly important digital team.

'The BEA innovation centre is our answer to the new digital consumer, its immersive brand experience is promising to redefine the category. This project has been key in cementing BEA's leadership position and will help Brash to further grow its reputation for creating game changing brands in Asia and beyond,' said John Brash, CEO for Brash.

'BEA is focused on the future and innovation of the retail banking experience. Our new innovation centre is a testament of our focus and resolve. We chose to work with Brash because of its excellent track record for setting award-winning, bold new standards in innovative strategic branding. It is important to us that we work with partners like Brash, who align with our willingness to lead and innovate, but also have a deep understanding of the BEA brand and Asia.' said Vincent Hui, General Manager for Bank of East Asia.

The completion of the work comes at the heels of Brash's recent award-winning performance at the Transform Awards APAC, where they picked up a gold, silver and bronze award for exhibiting the region's most daring, brand transforming work. Brash's bold ethos continues to revolutionize branding for BEA and other clients across the region, creating award-winning brand solutions for clients in sectors from real estate to banking.

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The iHub is a new environment specially designed to facilitate deeper communication and ideation.

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About Brash                                      

Brash is an independent creative branding agency with offices located in London, Dubai and Hong Kong. The agency delivers brand strategy, identity, campaigns and communications globally to clients across the Middle East, Asia-Pacific and Europe. With a mission to inspire, Brash treats every project, every business and every client relationship as an opportunity to inspire and bring forth the true essence of every brand.

For more information, please visit http://www.brashbrands.com

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