Private banks really don't have it easy: on the one hand they need the old family businessman to remain tied to the bank, as that is where the assets are located. On the other hand, the heirs of the family clan have to be won over, as that is where the assets will soon be located. This balance is the key to the banker's success - and it's a communication issue.

The private bank group Merck Finck Private Bankers commissioned us with the development of a new corporate identity for the umbrella company as well as for the affiliated subsidiaries from the private investment and asset services division. The aim of this project is to find an answer to the question as to what the bank wishes to look like in the future: tending towards a traditional appearance or that of an innovative private customer bank.

As part of a comprehensive dossier, we designed two design and communication identities for the bank with a long-standing tradition, which increasingly looks to reach out to younger generations. Specific ideas for the visual and strategic handling of offline and online media.

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