ABOUT

Brief
With ambitions to become a global investment bank, whilst still acknowledging its growing client base of young, exceptional individuals, Coutts needed a new strategy and refreshed brand.

Solution
Coutts had several objectives. They wanted to deepen their share of wallet with existing clients, raise their profile in key markets outside the UK and make their brand relevant to a new cosmopolitan style of customer. To capture them we designed a brand world that made the right associations. We redefined Coutts as ‘London banking’ – the enterprising, transnational London of today. And we shaped the identity so they came across less like a traditional bank, and more like wealth advisers for savvy go-getters.

They now have a single contemporary brand expression everywhere, reinforced by brand architecture and rigorous guidelines to ensure strong brand guardianship.

The new, consistent, brand look and feel has been used across everything, from their suite of credit card designs, branded and promotional items, sponsorship, stationery, invitations, statements, presentations, signage, environments and experiences, to their partnership with London Fashion Week.