Elevating perceptions of a global financial institution

A world class identity for the global sector leader

Private Bank of Industrial and Commercial Bank of China (Asia) Limited serves the banking needs of high net worth individuals, their families and their businesses.

The company is a division of ICBC, the world’s largest financial institution by assets under management.

ICBC (Asia) Private Bank offers premium global services on par with the elite European private banks. Like many large Chinese institutions, the company prioritises business fundamentals before slick façades. Instead of focusing on image, their teams have always worked hard to make wealth easy for their customers.

This idea became the foundation of their brand.

The bank’s new positioning phrase accurately conveys the value they bring to HNW individuals and their families

Value created

Elevated positioning – The rebrand paves the way to position the bank as China’s premium global private bank with a world class approach to service and investment.

Amplified customer value – The bank offers customers a much wider range of integrated daily banking services than most private banks. This is expressed in the positioning phrase.

Strong creative platform – The rebrand gives ICBC (Asia) Private Bank a solid direction to develop strong, relevant communications campaigns.

Differentiation among peers – The distinctive design language includes elements derived from the ICBC logo, and a colour palette distinctly different from other private banks to aid recognition.

The old logo on the left was difficult to apply and inaccurately represented the world class services provided by the financial institution
“We have been very impressed working with Stepworks. They are sharply focused on our business needs, have a great eye for design, and they always deliver professional account servicing. We value Stepworks as our trustworthy long-term partner.”

Emily Liu, Head of Marketing and Communications
Private Banking Department, ICBC (Asia) Limited

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