UBS reveals new branding (and new sound…)

The global bank brand has worked with a selection of consultancies to produce a marketing campaign and updated logo that are more personal.

UBS global brand campaign 'together'. © UBS
UBS global brand campaign “together”. © UBS

Global financial advice firm and bank UBS has revealed a new photography-led brand campaign, and updated the aural aspects of its logo.

The new brand strategy aims to adopt a more “thought-provoking” and personal approach, says UBS, with a “clearer tone of voice”.

The campaign, which is more than 70% digital, is encompassed by an UBS microsite. It showcases the brand film, photography, new slogan, body copy and brand direction, and updated “sonic” logo (which can be heard in the clip below).

Johan Jervoe, chief marketing officer at UBS, says: “Our clients stand at the centre of this campaign and the vast majority of them are extremely digitally savvy. They appreciate a bank that has a 21st-century approach to everything it does, including marketing.”

Brand film for the new UBS global brand campaign. © UBS 

The campaign includes a brand film of black text on a while background, showing hypothetical questions asked by clients, and adverts presenting case studies telling personal stories.

Creative for the new UBS global brand campaign featuring photography by Annie Leibovitz. © UBS
Creative for the new UBS global brand campaign featuring photography by Annie Leibovitz. © UBS
Creative for the new UBS global brand campaign featuring photography by Annie Leibovitz. © UBS
Creatives for the new UBS global brand campaign featuring photography by Annie Leibovitz. © UBS

Photographer Annie Leibovitz was commissioned to create portrait photography of these case studies, which also accompany the campaign.

Campaign photography by Annie Leibovitz for the new UBS global brand campaign. © Annie Leibovitz.
Campaign photography by Annie Leibovitz for the new UBS global brand campaign. © Annie Leibovitz.
Campaign photography by Annie Leibovitz for the new UBS global brand campaign. © Annie Leibovitz.
Campaign photography by Annie Leibovitz for the new UBS global brand campaign. © Annie Leibovitz.

A new slogan has also been introduced to reflect the “personal” nature of the brand, which reads: “For some of life’s questions, you’re not alone. Together we can find an answer.”

The “sonic” logo has been updated – meaning a new soundbite has been added to the visual identity when it is used in advertising and on video.

Hubertus Kuelps, group head of communications and branding at UBS, says: “We were going for a uniquely recognisable and emotional campaign, and a brighter, more modern UBS brand.”

Alongside UBS’ in-house marketing team, a selection of consultancies worked on the project, including SNK, which completed design, Massive Music, which worked on the sonic logo and Prophet, which conducted market research.

Tosson El Noshokaty, partner at Prophet, says: “The campaign was developed with the intent of humanising the UBS brand and adding the employee voice and personality to it.

The campaign’s main design elements are light, elegant photography capturing candid moments, a new modern typeface and a refreshed colour palette.”

UBS, which has offices in more than 50 countries, last launched a global marketing campaign in 2009.

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