FALCON
Ready for Agile Private Banking?
Together with Falcon Private Bank’s team our strategists reshaped the business model, our service design specialists enhanced the customer experience and our creatives developed a surprising brand appearance that addresses the evolving needs of affluent clients.
If you think that private banking and agility are incompatible, Falcon Private Bank will surprise you. It stands for «agile private banking» which is defined as the symbiosis of humans and technology. In fact the bank’s credo is that superior performance is only achieved by combining personal excellence with digital intelligence.
Together we defined the fundamentals for the new strategy and brought it to life. Our team accompanied Falcon from the development of the new vision to the creation of a brand appearance that conveys the strategy and stands out, from the definition of a new product and service design to the implementation of the brand internally and externally.
An intuitive customer experience lies at the core of the new service design: in order to grasp the needs of the future client, we developed personas and a blueprint customer journey. This enabled us to create customized and smart tools that are connected across all media for a seamless experience.
Together with star photographer Rankin, we developed images that convey a new sense of sublime agility. Gold becomes a metaphor for the value that results when human and artificial intelligence merge into one another. Rankin, famous for his forceful portraits, combines sophistication and sensitivity in his unique approach to static and moving images.
During the campaign launch, mega posters are positioned in central locations in Zurich, Dubai and Abu Dhabi. In Zurich the bold call for agile private banking will appear at Paradeplatz – the very heart of Switzerland’s financial district.
Whether on the road to the airport, walking to the gate or at their seat in the airplane, Swiss, Etihad and Emirates travelers between Zurich, London, Abu Dhabi and Dubai will be immersed in the world of Falcon through static and moving images.
We cannot hide our fascination for the RoboAdvisor FALCON PULSE™, so we will not even try. The innovative technology platform, as part of Falcon’s digital offering, empowers clients and features a suite of unparalleled services that address their evolving needs in the most agile way. An animation we developed in-house conveys the benefits of this technology in a simple and concise manner.
More than 100 icons were designed to simplify and enhance digital content and to convey complex topics in a simple manner in moving images.
You might remember or find somewhere on Google, the golden falcon’s head: it was the strongest element of the previous brand identity and represents the heritage of the private bank. Reminiscent of agility in nature and instrinsic to the bank’s identity, it is still a central element of the logo. But it has been paired with the Futura font which is a classic yet bold statement in itself.
Black and white with a touch of gold expresses the bold yet refined and minimal brand appearance throughout all stationery. Embossing is featured on selected print materials to further enhance their high-end feel.
If you are ever in Zurich, you have to visit the Falcon’s headquarters: you will be blown away by the large-scale poster light boxes where golden poses shine through and transport the new appearance into the interior spaces.
If you were to see this ad in a renowned financial publication, would you look at it twice? We think you might.
The image brochure entices the reader with its involving communication and appeals to the eye with the strong golden key visuals.
Reaffirming its first-mover position in blockchain banking, Falcon is the first Swiss bank to introduce direct crypto transfers to its private and institutional clients – a new offering which makes blockchain assets fully bankable for investors. We have accompanied Falcon’s communication and crypto team in formulating the messaging and defining the visual language for the digital campaign promoting this seminal offering as well as setting its media mix and assets.
Our digitally focused campaign aims at reaching interested high-net-worth-individuals as well as institutional investors via Swiss-based and international media outlets, behavioural targeting and crypto-specific platforms. Campaign assets and social media posts drive traffic to a dedicated landing page that explains the key benefits of Falcon's blockchain offering and showcases an expert video.
Out of the gold powder characterizing the look of the Falcon brand since its repositioning, a CGI-animated blockchain “B” is born – a strong key visual with its own character and appeal.
Responsible at Falcon Private Bank: Martin Keller (CEO), Gianmarco Timpanaro (Head Marketing & Communications), Urs Fehr (Deputy Head Marketing & Communications), Georgi Zaitsev (Senior Marketing Manager), Valentina Petronijevic (Marketing Manager), Katharina von Allmen (Senior Marketing Manager), Chandra Gray (Product Marketing Manager), Sven Roth (Program Lead Digital Transformation), Mario Stettler (Head Projects).
Responsible at Branders: René Allemann (CEO), Thom Pfister (Creative Director), Philippe Knupp (Strategy Director), Marisa Güntlisberger (Senior Brand Consultant, Omnichannel Experience), Regula Looser (Senior Brand Consultant),Thomas Hausheer (Creative Brand Technologist), Palma Manco (Senior Brand Designer), Soraya Gaouaoua (Senior Brand Designer), Luisa Ender (Brand Assistant).
Photography: Rankin & Team, UK.
