brand and digital case study

The new name in wealth management technology

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A new brand strategy, brand name and identity system for Crédit Agricole Private Banking Services


Crédit Agricole Private Banking Services, a subsidiary of Indosuez Wealth Management, the global wealth management business of Crédit Agricole Group, required an international brand strategy to reposition its business as an independent provider of banking technology and Business Process Outsourcing (BPO) services.

The project objective was a brand strategy to: capture international market opportunities; emphasise strategic advantages and deliver growth; support improved service quality; catalyse digital development; and emphasise S2i’s open banking platform.


Nucleus worked closely with Indosuez Wealth Management and Crédit Agricole Private Banking leadership to define and design a new brand positioning; a clear value proposition, ‘partners for tomorrow’s wealth managers’; a new name protectable with trade marks in key international markets; and a distinctive brand identity system, including a corporate website and an updated brand for S2i.

The new name and brand identity present the newly independent business as a digital transformation partner for banks and wealth managers. The brand mark, typography and colours are all deliberately precise, contemporary and highly distinctive with imagery that suggests Azqore’s ‘core’ bank platform solutions. Nucleus also designed the website and user experience, the articulation of the solutions / services model, and the styling of key marketing collateral.


The new Azqore brand was announced in July 2018 along with a strategic partnership with Capgemini. The new name and brand have been warmly embraced internally and welcomed by clients who see the new value proposition as meeting their needs in a transforming banking market.

“Our new name expresses what makes Azqore unique in the market. It reflects the comprehensive nature of our solutions – the A-Z of banking, while also referencing our integrated S2i ‘Qore’ platform, which is at the heart of our clients’ processes.”

Pierre Dulon, Azqore CEO