First Hawaiian Bank chose BSSP to lead their brand repositioning project last year, an assignment they underwent to ensure that they would adapt to and stay at the forefront of changing market needs for their consumer. At BSSP, we believe brand platforms are infinitely more powerful when rooted in the products and services a brand delivers. And the idea of connection is deeply rooted in both the FHB brand and a cultural truth about the Islands. The bank’s new suite of technology-enabled products laddered up to this powerful market-based cultural truth: The bank had always helped to connect people with possibilities, and now they were helping people connect with their finances like never before.