BCGE

Brand repositioning and communication strategy

Close to the people of Geneva, connected to the world: A local bank with international reach

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Areas of expertise

Repositioning strategy

Communication strategy

Creative and art direction

Visual identity

Multichannel campaigns

Creative consulting

Challenge

Banque Cantonale de Genève (BCGE) operates in a market under pressure, global banking giants on one side, app-first banks and payment platforms on the other. Deeply rooted in Geneva, internationally connected, with digital services that matched any competitor. The challenge was perception: among younger clients, BCGE was still read as traditional. The work was not to change the bank, it was to make what it already was visible and credible.

Idea

The strategy revolved around the idea that BCGE embodies the essence of Geneva: a bank deeply rooted locally while being connected to global opportunities and challenges. Unlike large international financial institutions that tend to standardize services, BCGE fosters a close relationship with its clients, offering tailor-made solutions for each – whether they are entrepreneurs, individuals, or investors.
Key messages such as "We grew up in the same neighborhood" and " By your side, connected to the world" illustrate this unique relationship. BCGE advisors share common experiences with their clients, having grown up and evolved in the same region, allowing them to understand local needs and offer customized solutions, all while bringing their expertise to international markets.

Results

This new approach allowed BCGE to modernize its image and strengthen its bonds with clients by emphasizing its human proximity and role as a global partner. The "By your side" campaign transformed the bank’s perception, highlighting its innovation and modernity through simple, sleek, and graphic visuals.
This positioning not only helped retain existing clients but also attracted new segments, reinforcing BCGE's credibility as a key player in both the local and international success of its clients.

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