In a rapidly evolving banking landscape, Banque Bonhôte initiated a strategic reflection on the evolution of its image and identity. Faced with increasing competition and shifting client expectations, the bank undertook a repositioning process to reaffirm its uniqueness in an increasingly uniform market.
With a rich heritage and a longstanding presence in Switzerland, Bonhôte aimed to modernize its brand codes while preserving the core strengths that define it: deep-rooted values, high standards, and a discreet approach. NEUE was entrusted with supporting this transformation, striking a balance between tradition and forward-looking ambition.
The goal entrusted to NEUE was clear: to reinforce Banque Bonhôte’s image as expert, exclusive, elegant, dynamic, and solid. To achieve this, three complementary brand universes were developed:
These efforts aimed to modernize the brand image, refresh its visual and editorial universe, and strengthen brand awareness through a comprehensive communications strategy designed to boost client engagement.
NEUE supported Banque Bonhôte in a carefully managed brand evolution. The goal was to preserve its core elements — logo, color palette, values, and tone — while evolving its communication tools and visual universe.
The new positioning affirms Bonhôte as a Swiss, expert, and tailor-made private bank, aligned with the expectations of a demanding clientele. At the crossroads of wealth management and lifestyle, the updated identity is more contemporary, approachable, and exclusive.
Rooted in its heritage, Bonhôte now expresses a more open posture, while maintaining the elegance, strength, and discretion that define its reputation.
To meet both brand and client-related challenges, NEUE developed a dual-axis strategy:
The strategy was rolled out across all key channels: website, social media, press, print, events, video, and newsletters— ensuring a seamless and engaging omnichannel experience.
Bonhôte’s world was brought to life through strong editorial and visual storytelling rooted in emotion and inspiration. Based on the pillars “Art de vivre” and “Architect of your wealth”, NEUE crafted meaningful, human-centered content.
Photo and video portraits told stories built around the pursuit of harmony in all aspects of life: family projects, career shifts, wealth optimization, entrepreneurship, real estate, culture, and sport.
This approach reinforced the brand’s premium and personalized positioning, using a tone that was both emotive and inspirational to express elegance, expertise, and human connection.
To support this repositioning, NEUE delivered a full suite of brand tools. The identity was strengthened through a clear graphic charter and precise art direction, reflecting Bonhôte’s elegance, strength, and modernity.
This was translated into multiple formats: brochures, stationery, internal presentations, website design, omnichannel campaigns, audiovisual content, and newsletters. Every touchpoint reflected the brand’s universe, with meticulous attention to coherence and quality.
This comprehensive rebranding enabled Banque Bonhôte to project a premium, modern image while staying true to its Swiss roots and bespoke approach.
