The Private Bank
The Private Bank at Union Bank serves high affluent clients throughout the west coast of the United States. Their premium brand conveyed the right message and had the right products to target their clientele, but the brand visually needed an update as it was seen as old-fashioned and not targeted to the new generation high net worth customers such as tech entrepreneurs.

We developed a new premium looking visual system incorporating a more luxurious color palette with a major emphasis on black and a unique layout structure that kept the brand flexible and ever-evolving.

We also introduced a new portraiture style of photography to showcase the type of clientele they serve. To most differentiate from their competitors, we developed a custom photoshoot based on clientele personas. Getting the right range of people and styling them properly was essential to make a cohesive library of images for them to use across all media and touchpoints.
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