SCB Julius Baer
Merging two titans
Siam Commercial Bank (SCB), Thailand’s first and preeminent bank, and Julius Baer, the international reference in wealth management, joined forces in 2018.
SCB Julius Baer is a singular wealth management offer, blending unmatched local understanding with global capabilities. In a first for the nation’s burgeoning private banking industry, Thai clients could seamlessly access global solutions without compromising on legendary local service standards and asset management.
Proactively managing two very different stakeholders and drawing on our rich M&A experience, Yonder developed SCB Julius Baer's foundational brand strategy and communications.
It included a beloved commitment-led proposition (“Your Legacy, Our Promise”) and a detailed pitchbook to tell a uniformly consistent story.
In a few short years, SCB Julius Baer has established itself. It is particularly renowned locally for its “Investment Series” thought leadership and for nurturing a new generation of wealth bankers.
Its success has been routinely recognised, most recently with an impressive six wealth management awards in 2023. They include the prestigious “Best International Private Bank in Thailand” by Asian Private Banker and “Thailand’s Best International Private Bank” by Euromoney.
Client
SCB Julius Baer
Sector
Financial Services
Geography
Thailand
What we did
- Brand strategy
- Visual and Verbal Identity
- Pitchbook and core brand applications