BANK OF HAWAI’I

For more than a century, Bank of Hawai’i was trusted across the islands, but its equity skewed older while digital natives looked elsewhere. The team needed a way to evolve without eroding the cultural heritage and community trust at the core of the brand.

We reframed the brand around a purpose that bridges generations: unlocking exceptional lives for customers and communities. That purpose became the north star to carry heritage forward while elevating digital experiences that feel fresh, human, and distinctly Hawai‘i.

We sharpened SimpliFi—from a successful mortgage application platform—into a relatable sub‑brand and experience system. We defined positioning and messaging that connect across lines of business, then activated SimpliFi in customer journeys, campaigns, and sponsorships. Detailed guidelines translated purpose into voice, imagery, photography, and graphic style so every touchpoint felt simple, modern, and familiar.

Bank of Hawai’i now shows up with renewed relevance and momentum, balancing trusted heritage with contemporary digital ease. SimpliFi operates as the branded expression of that promise, giving teams clarity and customers confidence across channels.