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Basellandschaftliche Kantonalbank 2011 REBRAND 100 > notable

Enterprise Rebrand
Country Base: Switzerland
Industry/Sector: Financial Services, Insurance
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
As a full-service bank, Basellandschaftliche Kantonalbank stands for extensive expertise meeting various demands. The bank offers a large range of products and services for companies as well as for private individuals. Representing stability and reliability, the bank is part of the regional identity for the Swiss Kantonalbank system.

Basellandschaftliche Kantonalbank is a successful local brand. But due to offering interchangeable products, the banking house is in need of a focused branding strategy and an exclusive appearance to be competitive as a brand in a more ambitious marketplace.

The newly defined brand identity expresses the bank’s strong position. The brand’s core «My Sparring Partner» (translated) represents the two-way understanding based on partnership. Not only does the Basellandschaftliche Kantonalbank provide advice and serve clients proficiently, the bank also challenges, inspires, and motivates its clients with foresight, and with enthusiasm and passion. No matter when and where, clients always know that they made the right choice. This certitude evokes the good feeling of having found the right partner.

The focus is on the new imagery portraying people in their natural environment. In a vivid and colorful way, illustrations symbolize the partnership’s additional value as well as clients’ goals and dreams. Combining black-and-white pictures with color illustrations creates an evident and differentiating principle. Due to this rebranding, Basellandschaftliche Kantonalbank has strengthened its market position and profits despite the financial crisis.


Client: Basellandschaftliche Kantonalbank -
CEO: Dr. Beat Oberlin
Head of Corporate Communications: Christop Loeb

Brand Strategists/Designers: Branders Group AG -
CEO: René Allemann
Senior Brand Designer: Roland Dill
Brand Designer: Andrea Bürdel
Strategy Director: Pascal Geissbühler
Brand Consultant: Claudia Kaufmann-Morf

Photography: Christian Schnur -


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