The VP Bank brand strategy

Unique client experiences – our most important trademark at VP Bank. The irregular circle, which is just as unique and individual as the clients themselves, serves as the main symbol of the Bank’s philosophy.

The future belongs to those who move onwards towards their goals. All that matters to VP Bank is helping clients get ahead and working with them to seize the opportunities that present themselves in the capital markets.

VP Bank’s DNA and expertise stem from its business with professional financial service providers, the intermediaries, and it also puts this knowledge at the disposal of private clients. In small steps and great strides, the Bank implements innovative and tailor-made solutions in tune with the times – continuously creating unique brand experiences with clarity and confidence, over the course of many years.

Seven core brand messages reflect the brand strategy and depict VP Bank’s value proposition.

Dedicated and personal

For more than 65 years, we have been working for our clients with plenty of dedication and entrepreneurial agility. Long-term and trusting relationships are our primary goal.

Customised and competent

The client experience – whether physical or digital – is at the centre of everything we do. We think, develop and act according to this guiding principle.

An open-minded partner

In the future, by combining traditional banking with the benefits of digital ecosystems, we will create a concept of service that focusses not on the needs of the Bank, but on those of our clients.

Simple and fast

We aim at all times to simplify processes and reduce complexity where possible, because this is the basis of our success.

Forward-looking and safe

We see change as an opportunity to continue to offer our clients the highest degree of stability combined with innovation in the future.

Where local meets global

With our roots in Liechtenstein and our international network, we offer our clients unique opportunities to grow their assets.

Inspiring and convincing

As a dynamic bank that is always developing innovations and has even been a trail-blazing pioneer, we are always creating new and convincing client experiences.

Unique and fit for the digital age – VP Bank’s design is a reflection of its brand values. With its illustrative style, the Bank has created a signature value in its brand design over the past 20 years. 

The key elements of the “Clarity” design concept are ­illustrations with a strong design, which are used as an instrument to convey the brand messages. The overall appearance is modern, simple and well-suited to a digital approach. 

VP Bank’s brand design stands for clarity, simplicity and a focus on the essentials. The user experience is just as important in digital media as it is in tangible items such as brochures, cards and client gifts. Modular elements make it possible to communicate in a way that is appropriate to the target group, and to respond quickly to current issues relating to banking.

The brand identity was realigned with the introduction of “Clarity” in 2017. A brand evolves with the needs of clients and the corporate strategy. In view of VP Bank’s commitment to constantly reviewing and developing the brand, its brand work follows a “stay-fresh approach” in which the brand is developed on a continuous basis in small steps.

The photographic concept was adapted at the beginning of 2021 as part of this development work, with relevant topics such as wealth management, investment consulting and wealth planning being conveyed by means of aesthetically appealing and stylish studio photos. The principle of clarity applies here, too, with the background reduced to a coloured space. This visual reduction also creates a clear link to the world of illustration, which is also presented in a very striking way.

The brochure design was also adapted at the beginning of the year, and is now less cluttered and more visually appealing. 

In addition, VP Bank went live with a revised version of its website at the beginning of the year and ­optimised the user interface design of its client ­portal.

As part of Strategy 2026, VP Bank launched a new, strategy-based advertising campaign in March 2021. In the ­typical VP Bank illustration style, various topics from the strategy are illustrated under the motto “Seize opportunities”. Topics include access to markets, trend identification, sustainable investment, risk management, data analytics, private market investment and the intermediary business. The same topics were also used for the design of the Annual Report 2020.

Due to the market expansion in the Asian market and the collaboration with Hywin, it was decided in February 2021 to register a Chinese name for VP Bank in several inter­national trademark registers. In China, companies are described according to their values, and the name stands for seizing opportunities, combined with foresight and wisdom.

A sub-brand under the name “VP Client Solutions” was established for the Client Solutions business segment. The market launch took place in August 2021 and was accompanied by various marketing and communication measures.