Rebranding a Swiss private banking group with real personality

When Swiss banking group Syz asked us to help them refine their brand a huge disconnect quickly became clear. On the one hand a disruptive, dynamic business full of bright ideas, bright people, and a modern office full of challenging, stimulating contemporary art. On the other a traditional visual identity, tone of voice and marketing mix.

Syz HQ, full of challenging, stimulating contemporary art. Images copyright Annick Wetter.

Syz's previous brand identity

We started work interviewing Syz people across the group’s four businesses to discover how they tell the Syz story. They told us about a business that had always looked forward, was client focused, with an entrepreneurial spirit at its heart. With their help we wrote a simple brand promise to guide everything they do.

Designed as a signature – the new logo symbolizes personal commitment. Rendered in a glowing orange to yellow vignette we named ‘Syz Sunburst’, the colours capture the excitement and positive energy of the Syz people and offices they call home.

Keeping a focus on clients was an important part of our work. From an innovative teaser campaign to a new website and suite of literature – everything was written and designed with Syz’s clients in mind.