From discretion to communication
The bank-independent Swiss asset manager Swisspartners is realigning its communications strategy and has developed a new corporate identity together with the agency Foundry.
Business is changing - and so is Swisspartners. Only a forward strategy and innovative services will remain relevant in the future. According to studies by Deloitte and KMPG, in five years' time, attributes such as reputation and brand quality will be top priorities for wealthy clients. The usual values such as stability, performance and service will be assumed.
In collaboration with the agency Foundry, Swisspartners has developed an appropriately relevant positioning and a modern corporate identity. The result is an appearance that consistently conveys the development of the brand and its professional uniqueness to all target groups. The DNA of Swisspartners in a nutshell: The Art of Finance.
Art is an attitude. Swisspartners has been employing, discovering and supporting artists out of conviction since its foundation 25 years ago. Kristian Bader, member of the Executive Board, explains, "Our definition of art denotes a specific skill skillfully applied through a great deal of experience and innovation, for example, the art of foresight, the art of networking, and so on." Swisspartners lives the art it promotes.
"L'art pour l'art" does not apply here - this is shown by the design of the new appearance: Swisspartners' definition of art is the basis of the new Brand Asthetics and all upcoming implementations. Image brochures, advertisements, events, the new online presence and the new meeting rooms are designed according to this principle. The newsletter "partners' view", which has been popular for 25 years, has also been redesigned in the same way. It reports in a professionally differentiated way on current trends in the industry.
On the afternoon of September 3, 2016, the first major event under the new positioning is scheduled: Swisspartners will support the Tonhalle Orchestra for the tonhalle@maag initiative at a one-off event in Zurich's Bahnhofshalle.
The basis for the future has been created. The upcoming measures stage Swisspartners' new positioning. They prove that the new generation of financial advisors knows how to combine the art of discretion and the art of innovative communication.
Responsible at Swisspartners: Kristian Bader (COO, Partner), Delia Giger (Marketing Manager). Responsible at Foundry: Lavinia Mirabella-Greco (art direction), Sara Valle (graphics), Gregor Wollenweber (production), Laura Leo (consulting), Sacha Moser (creative direction & strategy), Manuela Brunner, Sacha Moser (overall responsibility); Sven Germann (photography portraits).
