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Union Bank
Project type
Visual Identity and Brand Guidelines
Location
Phillipines
UNION BANK –
PRIVATE WEALTH MANAGEMENT
Brand Idea
WINDOW FOR THE NEW LUXURY
The Brief
When UnionBank acquired Citibank’s wealth management retail business in the Philipines it presented an ideal opportunity to grow the category. Landor was tasked to help transition established Citibank customers to a reimagined UnionBank offering.
Three sub segments have been identified as having their own unique set of needs, each requiring its own lens through which the bank can demonstrate further relevance to their life stage. The tiered levels of service are delivered through Access, Elite and Private, the natural chronology which imply continuity of relationship with the bank. With UnionBank’s Financial Services and Insurance across the entire offer.
What we did
The new branding system for wealth management elevates the core identity. Each tier has a custom colour pallete and photography style that reflect the needs and mindset of the customer segment.
Access
To reflect a segment that’s working hard to grow for their future, the identity is paired with expressive photography, vivid colors and a sense of imagination with momentum to unlimited possibilities.
Elite
To reflect a segment that’s is starting to taste the fruit of their labor, the identity is paired with celebratory photography, hints of premium gold and photography that gives a sense of high-end luxury and sophistication.
Private
To reflect a segment that has established their success and is working on the legacy that may inspire future generations. We paired back the identity for a more understated sense of luxury with candid photography of family and self reflection.
