Project
Brand identity
Website design
Corporate reporting
Campaign
BSP
Champion Prosperity for the South Pacific
Bank South Pacific (BSP) is the financial backbone of the South Pacific – founded in 1957 in Port Moresby and now serving more than three million customers across seven markets. BSP needed to evolve from a PNG-centric bank into a regional leader, embracing a digital-led future while reinforcing trust, inclusivity, and prosperity. A key requirement was to ensure the new identity reflects BSP’s commitment to “Championing Prosperity for the South Pacific” and its broader strategy of “Modernising for Growth”.
The refreshed BSP identity balances heritage, culture, and innovation while reinforcing empowerment, inclusion, and shared prosperity across markets:
Logo: Bird-in-flight represents continuous prosperity across the Pacific.
Patterns: Developed with local artists, allows for localisation with a combined Pasifika pattern representing all markets.
Palette: Modernised colours balancing heritage and flexibility.
Storytelling: Photography showcasing real communities and customers.
Brand architecture: Sub-brand treatment including BSP Life, for consistent application and future growth.
Applications: Complete redesign of seven websites, signage, uniforms, ATM screens, corporate collateral, brochures, social media, and multiple templates and guidelines to support internal use.
The new pattern suite was developed in collaboration with a local artist from each market. The PNG pattern retains the kundu drum, a nod to the old logo. Several pre-built pattern designs were delivered in the brand toolkit and a comprehensive guide to creating custom pattern storyboards was included as part of the brand guideilnes for in-house designers.
Seven completely rehauled websites for BSP were completed as well as website reskins for BSP Life Fiji and PNG.
An audit of existing ATM screens identified inconsistencies in brand treatment, information hierarchy, and overall lack of structure. 400+ new functional and marketing screens were developed and delivered in English and Pidgin, alongside a digital template that would allow in-house designers to develop new screens as required.
Various guidelines were developed for both BSP and BSP Life to support internal use across brand, signage, uniforms, merchandise, brochures and other internal documents.
An extensive audit of existing documents revealed an inconsistent usage of brand across all markets and lack of structure. This was an opportunity to embed a more organised and hierarchy-considered treatment of templates designed for specific users and audiences.
Campaign TVC produced in collaboration with Woodshed featuring anthem crafted by Dr Igelese Ete.
Details
Project
My Role
I co-led the project in a design director capacity, managing freelancers, writing briefs and co-ordinating with client production teams to ensure quality across all brand touchpoints. Responsibilities included:
Oversight of brand across print and digital applications
Design, development and artwork: pattern, illustrations, signage, uniforms, corporate collateral, brochures, social media, ATM screens, EDMs, vehicle livery, and guidelines
Annual report concepts and campaign rollout
Auditing of existing collateral and providing strategic design solutions to maximise efficiencies and support future growth
Studio
Sodali & Co, Brand & Design
Interesting Stats
17 months spend on the project
40+ people on the project
Creative Team
Creative Direction — Andrew Nobbs
Client Services — Sim Miletic
Brand Strategy — Justin Leon
Design — Michelle Jin (Brand lead), Karina Huang (Web lead)
Illustration — Tim Heyer
Motion — Ben Holden
Website Development — Code Brewery
Campaign Production — Woodshed
Awards
Transform Awards ANZ 2025
GOLD | Best visual identity from the financial services sector
Transform Awards ANZ 2025,
SILVER | Best use of audio branding
Transform Awards ANZ 2025,
SILVER | Best brand development project to reflect a change of mission, values or positioning