To mark Bank Leu’s transformation from a public-serving bank to one focused on private banking, dai’s brand transformation centered on a central icon—the bank’s historic and iconic banking hall. Both a physical and symbolic heart of the institution, the image is used as an easily recognized visual that ties together disparate collaterals. Different elements of the hall are graphically highlighted to convey different campaigns that nevertheless underscore the same message—the bank’s unrelenting tradition of service and solidity.

Architectural elements are highlighted and used as visual metaphors for different services and values. In this case, the chandeliers provide apt analogy to the bank’s role of providing illuminating insight into volatile markets.

Bank Leu: Brand Strategy, Brand Design