Brand image redefinition Blaise

Repositioning and communication strategy for Banque Cantonale de Genève (BCGE)

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

Services provided

Repositioning strategy

Communication strategy

Creative and artistic direction

Development of visual identities

Multichannel advertising campaigns (360°)

Creative consulting and support

Challenge

In an increasingly globalized banking environment dominated by financial giants and digital players reshaping the industry with innovative online solutions, BCGE needed to differentiate itself. Although firmly rooted in the Geneva community, the bank was sometimes perceived by some clients as "traditional" or "disconnected" from current trends, especially among generations accustomed to digital services. However, BCGE offers cutting-edge digital services while maintaining a human and local approach, with a connection to the international market.

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.

Campagnes publicitaires multicanal (360°)

Multichannel advertising campaigns (360°)