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Following Maybank’s joint-venture with Fortis (an international financial services provider) and subsequent acquisition of MNI and Takaful Nasional, a rebranding exercise was conducted to reconcile 5 different brands and their respective cultures into a single brand. The viability of combining general insurance with Takaful products was also assessed.

Over a two-year period, extensive research work was done, followed by brand strategy development, which included the introduction of a new brand name and a visual identity system. To ensure that people, processes & systems were aligned to the Etiqa brand, a comprehensive programme to change the way business was run was implemented across the entire organisation.

Ova continues to work closely with Etiqa on brand design projects.