Coutts needed to evolve from being a private bank to being wealth advisors and managers for a new global clientele.

Coutts had several objectives. They wanted to deepen their share of wallet with existing clients, raise their profile in key markets outside the UK and make their brand relevant to a new cosmopolitan style of customer.

To capture them we designed a brand world that made the right associations.


We redefined Coutts as ‘London banking’ – the enterprising, transnational London of today. And we shaped the identity so they came across less like a traditional bank, and more like wealth advisers for savvy go-getters. The new brand was rolled out worldwide. We created a consistent brand look and feel across a new suite of credit card designs, branded and promotional items, sponsorship, stationery, invitations, statements, presentations, signage, environments and experiences, including a partnership with London Fashion Week.

They now have a single contemporary brand expression everywhere, reinforced by brand architecture and rigorous guidelines to ensure strong brand guardianship.