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© Regis Golay - Federal Studio

Sharp, Serious and Swiss: How to brand the new generation of financial consulting.

Charles Berney founded the Berney Associés Fiduciary company in Geneva in the 90s. Although the family-run business is in direct competition with Switzerland’s Big 4, their main advantage has always been found in their personal commitment to their clients - partners and family members offering a deeply personalized approach.

Today, the family business is being handed over to the next generation: Laurent, Frédéric and their associates. With a traditional background and history, the new era needed a fresh face that showed what the future of financial counseling looked like.

The main goal of this rebranding was to create a contemporary but realistic image of the company’s future. Anchored in values of excellence, precision and safety it was also important to show the new approach of this young, dynamic and uninhibited business. We developed an image that set Berney apart from its competitors - a strong font gave the brand the personality it deserved and highly contrasted but corporate colors bridged old and new.

We worked with studio Federal to create original photographic content for the brand, with the idea of an “organized mess” rearranged and tamed by the Berney offices: avalanches, explosions and overflows of paperwork indexed and tidied up.

Finally, we made sure Berney was ready for their sector's digital revolution by helping them build a strong on-line presence. We created a website that doubled up as a communication platform so the company could use it to update the conferences they were attending, business news, fun facts and case studies to help them anchor their practice.