Branding
A refined identity platform for a premium financial audience.
Work / M36 by Union Bank
Brand identity.
We built a financial identity for high-net-worth individuals who expect more from their bank.
Union Bank needed a distinct identity for a premium financial proposition serving high-net-worth individuals with higher expectations of access, attention and service.
We developed a brand system with the confidence, restraint and flexibility to launch M36 as a more elevated experience within the Union Bank world.
Design system
Visual behaviours for launch assets, touchpoints and ongoing brand communication.
Launch campaign
A market-facing expression that introduced the offer with clarity and confidence.
Financial positioning
Messaging and design choices shaped around trust, access and elevated service.
The Problem
Premium banking needs a distinct presence
The offer had to feel connected to Union Bank while signalling a different level of service, care and expectation.
The Insight
High-value clients read the details
For this audience, confidence comes from precision: tone, restraint, clarity and the feeling that every interaction has been considered.
The Idea
More from your bank
We built an identity that feels composed, premium and personal, giving M36 a credible platform for launch and growth.
Output
A premium brand identity and launch system for a more exacting financial audience.
Brand, digital and campaign materials created to introduce the premium banking proposition.
A financial identity shaped for high-net-worth clients who expect precision, access and elevated service.
Identity applications designed for acquisition, onboarding, branch, presentation and launch environments.
Work samples
A premium identity system carried across cards, logo behaviour and launch materials.
Connected experiences
More work from the studio.
