Context

PKB is a Swiss private bank with an international presence and group assets under management of over CHF 13 billion. As part of its efforts to shape its future and seize growth opportunities, PKB has embarked on a transformation process to take its vision, organisation and brand onto the next level. In order to align its brand with its ambitions, the entire internal and external image has been redesigned.

Challenge

The challenge for PKB was to create a brand that combines the values and identity of a traditional Swiss private bank with a differentiated, ambitious and forward-looking approach. To do this, it is important to understand and evaluate the cultural and historical context of the bank and ensure that internal and external stakeholders are fully aligned. The expected outcome of this process was a distinctive, beautiful and coherent brand identity that can easily be understood and applied by everyone, a visual expression and a thorough roll-out process to activate the brand internally and externally.

Approach

Context and current positioning were evaluated throughout a thorough insights phase: hundreds of survey responses and interviews with internal and external stakeholders were analysed across segments and languages, a competitive analysis and desk research provided a holistic understanding of the status quo, as well as possible territories of differentiation. Subsequently, in close cooperation with the project team, executive team, as well as the board, the findings were established as a solid, future-proof concept to express the PKB brand. Our support covered the complete architecture, conception and implementation from first ideas to the full roll out.

Project

Brand Strategy

Industry

Private Banking

Partner

Country

Switzerland

Implementation

since 2021

Contact

BRAND AFFAIRS AG

Markus Kramer

Result

With a new vision, sound values and a captive raison d'être, PKB is in touch with its roots and at the same time ready to take on the future. The new identity is made visible and rendered tangible at multiple touch points through a comprehensive brand roll-out. Distinctively beautiful, both internally and externally. Probably best expressed in PKBs new claim: "Wealth Solutions. Simply Beautiful.”

"As an independent, family-owned bank, we constantly strive to identify with both our past and our future. Clear differentiators consolidate our positioning in the market and strengthen the trust of both our clients and our employees. Brand Affairs has accompanied us perfectly well all along the way, from the very beginning, at all levels, in every detail and throughout the internal and external roll out."

Pascal Dubey

Head of Geneva Branch, Marketing and Branding Project Lead, PKB