CTF Life embarked on a strategic rebrand, transforming its financial advisor role from “Life Artisan” into “Life Planner.” The new identity reframes the position as more than sales, emphasizing professional credibility, long-term career development, and a values-driven mission to protect families and plan for future generations. The initiative aligns with CTF Life’s brand ethos of trust, foresight, and legacy -appealing to talent seeking both stability and purpose in their career.

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Agency Role

We led the full creative rebranding process, including the development of the Life Planner brand identity and production of the internal brand video that brought the new positioning to life. Our solution balanced professional credibility with aspirational storytelling, designed to inspire recruitment and strengthen CTF Life’s employer brand within Hong Kong’s competitive financial services sector.