Schroders Private Bank aimed to attract the ‘new’ wealthy, younger people who were turned off by the purple and gold images of traditional private banks. They wanted something modern and designer. The first brochure was A3 format and written in a very un-bank style. An early mock up of the design, before it was even printed, was taken over to new York to show a potential customer and gained the bank a billionaire customer.
The campaign extended to events, collateral, prestigious promotions in 1st Class airline lounges and so on.
