Brand Design & Positioning
Strategy & Target Audience Analysis
Growing & Sustaining Brand Equity
Motion Graphics & Animation
Film, Corporate & Commercial Movies
Raiffeisen Switzerland is a union of all Swiss Raiffeisen banks, and is the third-largest banking group (246 banks) in Switzerland and is one of the country's leading retail banks. Raiffeisen has 3.8 million clients of whom 1.9 million are cooperative members.
Our challenge was to create a brand for Raiffeisen’s “Strategy 2025”, showcasing its dynamic and long-lasting vision while retaining the traditional elements of the company's history. The stakeholder communications campaign needed to be engaging, diverse, and “to the point”. Our initial idea was to create a moving brand and picture world, around the conceptual element of the number “1”, as an overall objective for Raiffeisen.
As the lead agency for the strategy and implementation we worked closely with the CEO office, relevant C-suite personnel and the communications strategy team. Our responsibilities included the orchestration of the messaging and how it is communicated across the group, while advising the client on relevant content and tone to achieve maximum impact.
We were also tasked with developing a uniform, recognisable and easily understandable visual language that supported the vision and strategy. One in which key visuals came together with the brand logo, graphic elements, image world and colour palette in a unified brand identity.
Based on time and COVID-19, we had to put aside our usual brand analysis approach. Instead we conducted a series of think tanks, workshops and brainstorming sessions to focus our creative and consulting teams on a consolidated and actionable series of workstreams. We took these outputs and created a final draft concept, developing a “Strategy 2025” styleguide and a new corporate image (CI) which enabled the company to break new ground on storytelling and dynamic motion based brand image.
From executive presentations, print and digital communications materials to engaging films and event concepts, we created a motivational narrative that engaged stakeholders and positioned the leadership as a strong and effective team.
We were able to achieve an atmosphere of unitedness amongst all stakeholders across all languages and regions of Switzerland by establishing a communications campaign that resonated with each individual.
Our solution led to a 40% increase in employee understanding the company's strategy, a 90% realisation of “putting words into action” and a 30% increase in “pride” for being a part of Raiffeisen Switzerland.