Craft Matters
After its 2023 emergency acquisition of Credit Suisse, UBS faced a challenge. Under pressure, UBS refined it's brand postioning to focus on luxury and craft - from haute couture to horology, F1, Art Basel, and far more. "Banking is Our Craft" activated UBS's unique client knowledge in a campaign celebrating 160 years of heritage, expertise, and excellence in wealth management.
Writing for UBS' Wealth Management, Investment Banking and Asset Management divisions, I was responsible for bringing an elevated, sophisticated tonality to UBS's communication that precisely balanced style with substance. Crucially, copy had to feel like it was meeting high-net-worth individuals at eye level. This campaign was completed in collaboration with my colleagues at Publicis Zurich.
