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Some industries have been around for a long time — financial services and wealth management being one of the oldest. As industries mature, the differences between one company and another is often quite hard to discern. An easy way to judge this is to take a look at the workforce. The CMO from company A used to work at company B, as have most of the people within the organization. As a result, they tend to think alike, act alike and look alike.
Plus, financial services brands skew towards conservatism and understatement. Take away the logo, and most competitors look pretty much the same -- blue and gray, gray and blue. Often, this is the result of trying to look understated and discreet.
But a company that wants to stand out has to break the mold. For Credit Suisse, a global financial services company with over 530 offices in 50 countries, and a diverse set of offerings, they needed to unify their global voice to energize their brand, to stand out from competitors and grow their client base.
CSA turned up the volume on the Credit Suisse brand, adding new energy, new quality and new relevance. A vivid color palette, library of striking photography, infographic system, and a unified “Swiss” graphics style amplified the brand around the world, helping them stand out in an ever more crowded marketplace.
Through a wide variety of projects ranging from internal communications to high profile, high-net-worth events, we refreshed the entire experience of the brand. We gave the internal Credit Suisse team specific guidelines and tools, including a library of over 1200 photographs, standardized icons and infographics. These tools helped the marketing team create success right out of the gate and instilled confidence in the new system.
“CSA worked closely with us to refresh the Credit Suisse brand, adding new energy, new quality, and new relevance to our corporate design system. The vibrancy of the system reinforced the bank’s strategy and helped us to stand out in an ever more crowded marketplace.” Ramona Boston, Global Head of Branding and Communications, Credit Suisse.
Since rolling out the system with 84 global training workshops in 13 world-wide locations, we have:- Provided extensive brand guidelines to all internal and external partners - Unified the brand expression through every media, including smart-working interiors by Gensler, a new website by HUGE, and advertising from HAVAS.- Held quarterly creative review calls with global Credit Suisse marketing teams, as they embraced the new brand refresh and made it their own.- Increased high-net worth customer engagement by 54% for The Financialist, a daily online newsletter - Increased social media penetration by 22%.- Received 72% positive response in quantitative testing to the “Future at Work” recruiting video.