Brand language development
Designed by studio Firma Branding Company Ltd. for Leumi private banking.
Visual strategy and development.
New money wants to feel like Old Money.
Leumi's Private Banking Division handles the banking needs of the very biggest customers – but not with their business, with their own private accounts.
This is a personal, professional financial management service. Here, it's not initiative and dynamism that are important, but rather a quiet atmosphere and long-term vision. With the launch of new services for private clients, Leumi also wanted to update its language. We created a language that is restrained yet distinctive. It is intimate and serene, inspired by the bank's elegant, grand, and dignified language.
Refined – but also precise, contemporary, and new.
Leumi's Private Banking Division handles the banking needs of the very biggest customers – but not with their business, with their own private accounts.
This is a personal, professional financial management service. Here, it's not initiative and dynamism that are important, but rather a quiet atmosphere and long-term vision. With the launch of new services for private clients, Leumi also wanted to update its language. We created a language that is restrained yet distinctive. It is intimate and serene, inspired by the bank's elegant, grand, and dignified language.
Refined – but also precise, contemporary, and new.