Given its family origins, IHAG has always emphasized its close-knit structure and personal relationship to its client base. These values are reflected in the bank’s longstanding patronage of the arts, and dai distilled the company’s brand DNA around its art collection to reflect the bank’s commitment to creating values that withstand the test of time. Renaming the institution Private Bank IHAG Zurich, dai crafted a corporate identity based on the core of “true values.” From the art collection’s gilt gold frames dai derived a custom color of dusted gold, while visuals and copy play on the dual meanings of bank notes and artistic “notes” to convey different facets of the bank.

IHAG Bank: Brand Strategy, Brand Design