Brandpulse develops new brand for private bank EFG

Following the merger of the Swiss banks EFG and BSI, the Zurich agency Brandpulse is designing a new brand identity that will unite the values of both companies.

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EFG International has completed the purchase of Lugano-based bank BSI. The Brandpulse agency won a pitch against three agencies to develop a new brand identity. The aim is to incorporate the corporate values and visual identity of both banks in a new design, according to a statement. The one-brand strategy is based on the previous name EFG.

The new brand identity will be rolled out globally in the second quarter of 2017. According to the bank and the agency, they worked closely together to position EFG as one of the largest Swiss private banks with a global presence, offering financial partners security and acting in an agile and reliable manner. In addition to developing the brand and the design concept, Brandpulse was also responsible for detailed concepts for the global implementation. This included the conception and design of templates and forms, debit and credit cards as well as image brochures and newsletters. On the other hand, it included the development of corporate and product presentations, sponsoring and event material as well as the website and globally applicable branding guidelines.

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