OVERVIEW

Credit Xtra is a financial service provider operating in the hyper-competitive credit loan market. Prior to the project, Credit Xtra was exclusively operating in the Singapore market. However, given the overall undesirable perception of the industry, management identified the need to reposition the business as a trusted financial institution, paving the way for internationalisation. To accomplish this ambition, The Brand Theatre was engaged to reposition the business while also creating procedural norms for their operation. To address the challenges of the industry and to shore up Credit Xtra’s operation The Brand Theatre executed a project that encompassed research, strategy, internal branding and communication. Today, Credit Extra has leveraged on their newly established strategies developed to communicate their differentiation in the credit loan market in both Singapore and overseas.