UBS: Always on brand
INDUSTRY
Banking
CAPABILITIES
Brand Design
Brand Communication
Graphic Design
UBS, one of the world’s largest Wealth Managers, aimed to launch a new digital omni-channel Always-On campaign in January 2024. With growing digital demand, UBS wanted to leverage its expertise and unique selling propositions to harness this demand. The campaign focused on promoting Wealth Planning, positioning UBS as the wealth planner for today, tomorrow, and future generations.
Challenge
The challenge was to create a compelling visual identity for a digital campaign targeting High Net Worth Individuals (HNWIs) with assets over EUR 1 million. These individuals seek holistic wealth planning advice, including financial planning, pension advice, succession planning, and asset structuring. The campaign needed to reflect UBS’s expertise and address the unique needs of this affluent audience, ensuring the visuals communicated trust, sophistication, and personalized service.
Idea
Our solution centered on creating elegant and sophisticated visuals that resonate with HNWIs. We focused on UBS’s key message that every portfolio is unique and their holistic Wealth Planning service considers all aspects of a client’s life. The design included refined elements and high-quality imagery to convey luxury and exclusivity. We also incorporated the UBS Wealth Way approach, highlighting liquidity, longevity, and legacy planning to illustrate comprehensive wealth management.
Solution
We developed a visual identity system covering social media ads for Facebook and LinkedIn including static ads and a short animation, and display ads.
The design strategy included:
- A distinctive logotype tailored to the campaign.
- A style guide with visual identity guidelines, including a color palette, typography, and logo usage.
- High-quality imagery and refined design elements to emphasize luxury and exclusivity.
- Infographic images to present key insights and proof points, as these have historically driven high engagement for UBS.
- Clear and concise copytext (20-40 words) with a strong call-to-action (CTA) to increase click-through rates (CTR).
Summary
The digital campaign successfully targeted HNWIs in the UK, creating a visual identity that resonated with this exclusive audience. The thoughtful design elements and high-quality visuals effectively communicated luxury and exclusivity, aligning with the values of HNWIs. By focusing on UBS’s holistic Wealth Planning approach, the campaign illustrated UBS’s commitment to personalized, comprehensive wealth management. This project showcased our ability to create strategic and impactful design solutions for high-end markets, driving qualified leads and positioning UBS as a trusted wealth planner for all life stages.
