Ceria by Bank BRI is a new digital loan product offered by Bank BRI, enabling cardless and collateral-free transactions through e-commerce. This brand aims to boost brand awareness and position itself as a safe digital loan provider with low-interest rates. To bring this vision to life, BRI partnered with Milestone to craft its comprehensive communication strategy.
Milestone conducted an industry study and audience analysis, serving as the groundwork for developing the brand's communication strategy concept. Our team formulated the creative communication message,
'Ringan Bikin Nyaman' (Low-Cost Bringing Comfort), and designed the 'smile' element as Ceria by BRI's primary visual component. This concept was consistently applied across their visual communication materials.