MUFG Pension & Market Services scores win at Asian Experience Awards 2025

The company won the award after delivering a significant global rebrand in record time, led completely by a small in-house team.

MUFG Pension & Market Services received the Australia Brand Experience of the Year - Financial Services honour at the Asian Experience Awards 2025, highlighting its full-scale global rebrand across multiple countries in just six weeks.

Following an acquisition of the company in May 2024, the team embarked on a rebrand from Link Group to MUFG Pension & Market Services. This transformation unified the business under its new name and aligned over a decade of fragmented sub-brands and products into a cohesive global identity.

The rebrand touched every part of the business, with over 7,000 internal assets refreshed across the globe, including employee templates and client materials. More than 115 signage elements were also updated in physical and digital platforms, along with the launch of a new global website that spans multiple jurisdictions, covering two business divisions. The website is home to MUFG Pension & Market Services’ corporate services and is delivered in multiple languages. 

Furthermore, a complete product overhaul of its MUFG Retirement Solutions portfolio resulted in an exciting launch that regrouped over 100 individual products under six clear brand portfolios.

Led by a small, cross-functional team across marketing, IT, product, and operations, this rebrand was fully delivered in-house, ensuring business-as-usual operations continued without disruption across all regions. It was also completed in an extremely tight timeframe of six weeks.

The rebrand has helped establish the new name for the business, whilst also strengthening employee connection to the MUFG Pension & Market Services brand. It has also simplified how products are positioned and created the foundation for consistent global campaigns.

Externally, clients and stakeholders now experience a consistent brand in all touchpoints.

More than the name and logo change, this rebrand was a strategic reset that elevated MUFG Pension & Market Services’ global presence and clarified the company’s value to clients and employees.

The Asian Experience Awards serves as a platform that honours ingenious initiatives of creative companies. It gives the rightful recognition to those that deliver meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].