The Fiji National Provident Fund (FNPF) launched their new branding and vision yesterday (10 June) after more than 40 years living with the previous logo mark. The launch event was an intimate and very Fijian affair with the Prime Minister as the chief guest, the board of FNPF, some guests and the majority of attendees made up of FNPF employees. I actually thought that was a nice touch since the soul of any rebranding effort are the people that work at the organisation. After all, they're the ones who are expected to drive change. From my perspective, there was a heightened level of excitement around this launch driven, in part, by all the new uniforms staff will get.
The event itself, as written, was very Fijian with the first hour or so taken up by a lovely sevusevu with all the usual adornments including a massive pig and an even more massive trunk of kava bigger than a redwood. Although the ceremony is conducted entirely in Fijian, I never get tired of listening and watching the ritual unfold. There were then a handful of speeches and the new logo was launched.
There has been a lot of content development taking place as well and I see that growing significantly in the coming months as old material is updated and new messages take its place. I still see work needed in this area but as content creation is consistently one of the biggest client challenges, I think FNPF has done a good job in putting themselves on the right path. They are very aware of their content's importance, too.
There's a lot that can be said for the launch of any new brand and the website is just a single facet of a larger strategy. Not surprisingly, I tend to put a lot of faith in its role as a real game changer insofar as the fund's ability to reinvent itself for its members. I believe there is definitely interest on the part of FNPF to begin exploring the online channel for quality member support and that will likely be the next phase implemented, I think.
Please take the time to visit the new FNPF website and keep your eyes peeled for some of the new feature changes in the coming months.