Hamburg Commercial Bank – Strategic Brand Refresh & Growth Platform
Hamburg Commercial Bank (HCOB) had successfully transformed itself from a former Landesbank into a privatized, specialized commercial bank – recognised by Euromoney as the “World’s Best Bank Transformation”. With profitability restored, the next challenge was to turn this internal turnaround into external growth: winning more of the right deals and attracting the next generation of talent.
As Design Director at Wunderman Thompson, I worked as part of an integrated strategy and creative team to evolve HCOB’s brand expression without changing the name, logo or typeface. Our task was to translate the internal credo “Claritas Obligat” into a contemporary brand and experience design that clearly signals the bank’s new openness, sharpens its positioning as an anticipatory deal maker, and provides a flexible platform for business and recruiting campaigns across all channels.
Client
Hamburg Commercial Bank (HCOB)
Year
2023
Task
With Wunderman Thompson, I worked on a strategic brand refresh and communication platform for Hamburg Commercial Bank.
Building on the internal credo “Claritas Obligat”, the project aimed to evolve HCOB’s brand expression without changing the name, logo or typeface – sharpening its positioning as a straightforward, anticipatory deal maker and making its successful transformation visible to clients and future talent.
The work included a refreshed visual and design identity (colour system, imagery, iconography and layout principles), a flexible design system for all key touchpoints, as well as campaign routes for new business and recruiting plus an interactive map showcasing HCOB’s sector and market footprint.
I contributed from the very first strategic and conceptual phase, helping to translate the brand positioning into an adaptable visual system and defining the overall look and feel across digital, corporate and campaign applications.
(As Design Director / Lead Designer)
The Result