EFG: Proving the Business Value of Design

THE CONTEXT
EFG, a private bank known for its entrepreneurial spirit, had recently undergone a major rebrand, a bold move in a sector defined by conservatism and tradition. With a new brand identity and website in place, the next step was to bring that positioning to life in the market - to use design and communication to attract high-net-worth clients and build awareness of EFG’s distinct approach to private banking.

THE IDEA
Our goal was to create momentum, using design not just as decoration, but as a strategic tool to signal confidence, clarity, and credibility. We wanted prospective clients to feel immediately drawn into the EFG world: a brand that understands ambition and manages wealth with an entrepreneurial mindset.

I led the development of an integrated online campaign designed to raise awareness and retarget those showing interest. Alongside this, I worked to ensure that all sales and marketing materials - from brochures to product information - reflected the new brand consistently. In financial services, inconsistency across touch points can quickly erode trust; by aligning every element of the customer journey, we created a seamless and reassuring experience from first impression to conversion.

THE IMPACT
The campaign helped EFG sharpen its appeal among high-net-worth prospects, strengthening both recognition and relevance in a competitive market.

Equally important, through close collaboration with stakeholders, I was able to demonstrate the tangible business value of design and help a traditionally conservative organisation see how strategic creativity could drive commercial results. This not only elevated design within EFG’s marketing efforts but also laid the groundwork for greater investment in brand and creative going forward.

CONVERSATIONS BEHIND THE SCENES...
I was interested in how ultra-high-net-worth individuals (UHNWIs) view money and their relationship with their wealth: how does their notion of 'wealth' relate to their wider view of the world, and how does this ultimately informs the relationship they seek with their bank?