Freedom within
a framework


With offices in over 50 countries, Credit Suisse had a massive audience, but a fragmented brand. They needed to unify their voice and energize their brand to stand out from the competition. I was lucky enough to work on a range of projects for Credit Suisse while working at Carbone Smolan Agency. By working with multiple groups across a range of business units, we developed a vibrant visual system based on a new strategic positioning. The visual brand uses a bold jewel tone color palette, modernist swiss typography, and a graphic photography style. The combination of these basic elements allows for a huge number of variations while ensuring consistency.

Inside & Out

To ensure that the teams around the world could rally behind the new brand, we created a sub-system for use across all internal communications. This initiative went hand in hand with a global recruiting campaign called “The Future at Work” that follows employees through their career at Credit Suisse. From printed materials to environmental graphics, the system helped create a dynamic and consistent approach to communications for teams around the world.

Graphic Photography

At the heart of the visual system is a distinctivly graphic approach to photography. The bold use of color, considered composition, and a deep depth of field help create a precise imagery style. You can see a spectrum of Credit Suisse photography above. We provided art direction across multiple photoshoots to define a new photographic vision. We also provided guidance to other marketing partners and delivered a custom photo library of over 1,200 images for use in all communications.

We delivered a comprehensive set of guidelines alongside suites of templates for use across print, interactive, environmental, and video communications. We also developed a training series to educate teams around the world on how to best utilize their new toolkit. The visual system has been adopted by Havas Worldwide in recent advertising campaigns, and by Huge in a recent redesign of


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Created while at Carbone Smolan Agency. Team including: Leslie Smolan, Rick Landers, Carla Miller, Dimitri Theodoropoulos, Jeremy Miller, Wendy Hu, Daniel Irizarry, Allie Strauss, Jill Wittnebel, Kate Chapman, Dave Mowers.