Crédit Agricole Private Banking was one of the world’s leading international wealth managers with operations across Europe, the Middle East, Asia Pacific and the Americas operating under a number of brand names. Nucleus was appointed to advise on developing a single brand promise, name system and identity to unite and align subsidiaries and offer a streamlined cross-border service to families and entrepreneurs across the world.
Working closely with the bank’s Communications Director and the Board, we conducted bottom-up research across the organisation to identify common strengths and client trends before using our five-step brand promise methodology to define a compelling new value proposition, based around the concept of ‘Architects of Wealth’.
We then developed a distinctive storytelling narrative to explain the worldwide name change to Indosuez Wealth Management, creating a platform to engage High Net Worth and Ultras around the theme ‘Stories shape our lives’. The new Indosuez Wealth Management brand system uses an elegant centred format across all communications, with the new brand mark – proportioned as the ‘golden ratio’ to reinforce the ‘Architects of Wealth’ value proposition – always appearing above other content.
The brand colourways are an understated, sophisticated combination of fawn and white with cerise highlights. Typography brings together classically centred Berthold Bodoni for headings and Neue Helvetica for text. The new brand design and messaging communicate the added value of combining the financial strength and full range of services of Crédit Agricole group with Indosuez’s nimble organisation and highly committed staff, who are able to provide tailored advice and support, with dedicated teams of experts, to create, manage, protect and pass on enduring wealth.
The new brand was launched around the world in 2016. Since then, the bank has made significant acquisitions and expanded its local footprint in Italy, Singapore, Hong Kong, Spain and Monaco – strengthening its positions with UHNWI clients across its key markets.
In addition, Indosuez Wealth Management and Capgemini have joined forces to develop a unique technology and banking operations platform. The new offering will establish a best-in-class platform for clients.