Wealth Managment Rebrand
Bank of the West
Based on their financial status, wealthy clients expect a deeper relationship with their bank—specifically, an exclusive and tailored experience at every turn. As a midsize financial institution with award-winning service, Bank of the West is in a perfect position to provide the personal service and solutions that this wealth management audience demands—it just needed to find a way to market it.
The first steps were a comprehensive competitive and gap analyses to help establish Bank of the West’s wealth-management positioning. From there, we created a compelling sub-brand that synchs with the Bank’s established retail brand—yet clearly communicates its wealth-management expertise. This new sub-brand—adopted by Bank of the West and enthusiastically endorsed by BNP Paribas—lays the groundwork for all future wealth-management marketing efforts.