Rothschild Private Banking & Trust selected Nucleus after an intensive search for a brand consultancy that understood both financial services and luxury marketing. Nucleus was appointed in early 2007 to review all marketing communications and recommended that before any new design work was started, Rothschild’s core value proposition be clarified and articulated consistently. Working closely with the bank’s Global Executive Committee, we peeled back the mystique and multiple dimensions of this most famous of banking names until we could understand what made the brand different and of greatest value to its clients. By defining clear brand values and sustainable points of difference, we could then articulate a brand proposition that was both a link to its illustrious past and compelling for wealthy clients of today. The proposition will be brought to life in a completely new creative expression during early 2008.