Kathrein Privatbank’s name change refers to Austrian art history

Kathrein Privatbank is a private bank in Austria, aiming to help its clients manage their finances better and ultimately “live their story better”. To do this, it offers a highly personalized experience through its range of products and services.

The company approached New York-based creative agency &Walsh to work on a new brand image that would position it as the country’s most accessible private bank and help it stand out from larger competitors.

&Walsh drew inspiration from the bank’s Austrian heritage for its visual identity, particularly the Vienna Secession art movement – ​​which took place in the country at the turn of the 20th century. Its members rejected “traditional” artistic styles and encouraged a move towards more unified disciplines of painting, architecture and sculpture. Founding figures included artist Gustav Klimt, architect Joseph Maria Olbrich and designer Koloman Moser.

The influence of the art movement can be seen in a series of graphic ornaments and patterns, which are complemented by a simple color palette of white and purple, allowing the designs themselves to shine. The “K” in the wordmark is an expressive, dancing letterform that matches the aesthetic, referencing the monogram of Austrian artist Friedrich König, who was a key figure in the Viennese Secession.

&Walsh’s identity reflects society’s collective revaluation of money – with many people now seeking specific values ​​and narratives, rather than just pure financial gain. Potential clients may be attracted to the fact that Kathrein Privatbank invests in “sustainable solutions, artificial intelligence and the arts”, and as such, these three areas are reflected in the marble sculptures designed by &Walsh.

“In the identity, we focused on showcasing Kathrein’s Austrian roots in combination with their deep commitment to personalization to separate them from their bigger international competitors,” says studio founder Jessica Walsh.


About Bernice D. Brewer

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