Branding with a
ANZ Private Rebrand
ANZ Private pushes the concept of bespoke banking to the nth degree, so we had to create a look that felt super premium yet restrained. Based on an insight into the lives of its high net worth clients, we developed the idea of ‘unique mastery’ which we brought to life through imagery of craftsmen and performers, brush strokes reminiscent of fine art, a limited colour palette, the lightest of fonts and discrete use of metallic accents.
Next we brought in the translators, and then we took control of the print management to ensure the quality of the final product. As a result, ANZ Private clients now enjoy a consistent brand experience around the world: in Hong Kong, Singapore, Taiwan, Japan and Indonesia, as well as Australia and New Zealand.