Challenge

Creating a brand for a disruptive digital start-up

We were tasked by Swiss Private Bank, Reyl, to name, brand and position a groundbreaking all-digital start-up they were backing. The key would be to do so in a way that allowed a completely disruptive company to be accepted - and ultimately, licenced - by the famously conservative Swiss Private Banking Authority, FINMA.

Overview

First wholly digital Swiss Private Bank

To be the first wholly digital Swiss Private Bank was a key component of the business from the moment it was first conceived. Before it even had a name, this positioned Alpian as a massive changemaker in an industry that has prided itself on being largely unchanged for centuries. The branding needed to reassure both the Swiss banking authorities and potential customers that a digital Swiss Private Bank could offer all the benefits of a traditional one - security, expertise, outstanding service - whilst delivering the convenience and connectivity of a state-of-the-art digital interface.

Approach

The importance of a well thought out brand

Our Brand Builder product is designed to identify and deliver the key elements of a brand in just four weeks. So it was the ideal framework for Alpian, who were working to a presentation deadline set by FINMA. Bringing the iCrossing team and client stakeholders together, the highly collaborative nature of Brand Builder proved the perfect way to build out all the elements of a truly premium and innovative brand well before FINMA’s deadline and Alpian’s first confident step towards gaining full Swiss Private Bank status.

Execution

Brand Workshop: Exploring inspiration and aspirations

The core team travelled to Geneva where we ran an intensive one day workshop (that's the foundation of our Brand Builder offering). During this session with all the major client stakeholders, we explored their aspirations and inspirations at a brand level, the values that would shape and guide their business and the behaviours they wanted to put in place to have a disruptive but positive impact on their chosen sector. Taking all these considerations into account we also did some initial naming and visual identity exploration.

• Progression 1: Naming and positioning
• Progression 2: Building a brand identify
• Progression 3: Discovering a voice
• Progression 4: Delivering brand guidelines

Dymanic Growth

On a trajectory of growth, Alpian has secured FINMA status, been noted as a start-up to watch in 2021, and secured Series B funding.