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, bearing responsibility for the business policy and strategy within the group. Raiffeisen is the third-largest banking group (246 banks) in Switzerland and is one of the country’s leading retail banks. Raiffeisen is classified as a systemically important bank and has 3.8 million clients of whom 1.9 million are cooperative members, therefore owners of their regional Raiffeisen banks.
Our challenge was to create an attractive, diverse, and “to the point” communications campaign for both internal and external stakeholders that conveyed the key messages, creating enthusiasm and a proactive mindset to learning and participating in the strategy.
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.
Using our bespoke methodology, we conducted a series of thinktanks and brainstorming sessions to focus creativity into a consolidated and actionable series of workstreams. While maintaining a clear and concise overview we were able to combine digital and analogue solutions into a cohesive timeline and deliver this against a phased project plan.
Our approach included asking the following question; How do we visualise this and best present the most dynamic and engaging visualisation of our values and principles? We collaborated with our client to determine and then tailor the most engaging and interesting content.
Based on a rapidly defined concept, developed through workshops and collaboration with Raiffeisen, a “Strategy 2025” style guide was developed. Our challenge was to create a brand for the strategy that communicated the dynamics of the strategy without alienating the basic foundation of the brand. With an animated logo and visual elements that reflected the “1” – Raiffeisen’s declared goal – a bespoke, varied and “to the point” communication campaign for internal and external stakeholders was launched.
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.