Enterprise Rebrand
Country Base: Switzerland
Industry/Sector/Keywords: Financial Services/Insurance, Banking, Investment Funds, Cash Management, Wealth Management, Private Banking, Rebranding, Business Strategy

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

Falcon, a Swiss private bank providing first-class financial service to private clients and wealthy families, has been standing for excellent investment opportunities with unique access to attractive emerging markets for more than 50 years. In the course of its strategic realignment, the agency supported Falcon in a comprehensive rebranding.


As digitalization is changing markets and opportunities, Falcon wanted to seize the chance of completely new perspectives in asset management, opening up and responding to new customer demands with innovative and future-oriented solutions. By applying a holistic consulting approach, the agency accompanied the private bank from the development of a new vision, the further development of the service and product design and the creation of a differentiated brand identity to the implementation of the internal cultural change and the anchoring of the new positioning among employees.


The bank’s new strategy is placed within the context of digital transformation by focusing on innovations from the Fintech sector, placing them at the service of Falcon’s employees and their customers. The symbiosis of employees’ personal banking skills with digital intelligence is at the core of the vision developed with the agency, and the basis for a revolutionary new private banking experience: “Agile Private Banking” becomes a visionary credo the brand conveys at all touchpoints. Furthermore, the agency developed a new brand identity for Falcon that breaks with precedence and convention in the private banking market in a sophisticated and deliberate way.


Together with renowned photographer Rankin, the agency translated the symbiosis of human and technology into a futuristic-looking imagery with a strong focus on gold: a metaphor for the value created by the fusion of human and artificial intelligence. A newly rectangular logo with sleek, modern typography acts dynamically in all contexts, even in the smallest application. The agency also accompanied the development of Falcon’s service design regarding central touchpoints along the customer journey. Especially the digital customer experience on Falcon’s website as well as in mobile e-banking was co-created by the agency. In addition, the agency accompanied the development of FALCON PULSE,™ an innovative digital platform that offers intelligent, dynamic, asset management to clients – a complete novelty in Switzerland and a central proof point for the agile private bank.


Client: Falcon Private Bank – www.falconpb.com

CEO: Martin Keller
Head Marketing & Communications: Gianmarco Timpanaro
Marketing/PR: Magdalena Brugger
Deputy Head Marketing & Communications: Urs Fehr
Senior Marketing Manager: Georgi Zaitsev
Marketing Manager: Valentina Petronijevic
Marketing Manager: Katharina von Allmen
Product Marketing Manager: Chandra Gray
Program Lead Digital Transformation: Sven Roth
Head Projects: Mario Stettler

Brand Strategists/Designers: Branders Group AG – www.branders.ch

CEO: René Allemann
Strategy Director: Philippe Knupp
Creative Director: Thom Pfister
Senior Brand Designer: Palma Manco
Executive Brand Designer: Soraya Gaouaoua
Brand Designer: Damian Hess
Senior Brand Consultant, Omnichannel Experience: Marisa Güntlisberger
Senior Brand Consultant: Regula Looser
Junior Brand Consultant: Luisa Ender
Creative Brand Technologist: Thomas Hausheer
Web Engineer: Roberto Ceschi

Photographer: Rankin & Team, UK