Julius Bär

Julius Bär is a major Swiss private banking group with locations in more than 20 countries, managing assets for private clients all over the world.

FutureBrand was appointed to establish Julius Bär’s brand strategy, positioning, visual identity and creative platform, as well as implementation practices that would carry the corporate brand forward to the arena in which it belonged, as one of the world’s most robust and well-respected private banks.

Out of the bank's positioning as the international reference in pure private banking, we developed a single-minded creative platform around ‘purity’ that aligned perfectly with the focused approach of the bank and its own focus on singularity of purpose.

The design focused on a simple, classic, strong identity, supported with a bold and distinctive visual language that influenced all parts of the brand, from the light and beautiful photographic style through to the clean iconography and elegant typeface.

This ‘less is more’ approach also helped to streamline the data heavy collateral that is produced by the bank on a daily basis – elegance and simplification to aid communication.

"The "purity" concept best witnesses the potential of our new organisation's absolute singularity of purpose. It is also capable of suggesting the transformation beyond category cues/cliches of private banking"

Jan Bielinski - Chief Communications Officer and Member of the Executive Board, Julius Baer Group
(Internal Brand Launch Speech, November 2013)