Three components emerged to drive the brand: • The bank as cultural reference point for the community since 1961, and entry point for the American dream • To identify the bank as taking part in the process of acculturation along with the community it served • A shared perspective with their customers: A prudent financial approach, respect for tradition, and common worldview Incorporating these components and avoiding stereotypical images that had been received poorly by Cathay Bank’s target audience, OIC delivered a new direction that was culturally significant, elegant, and beautiful.