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.
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.
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.