Martin et Karczinski realizes Brand Refresh for Albin Kistler
With the change in management, it was the ideal time for asset manager Albin Kistler to review and sharpen the brand's values and identity. The long-standing partner Martin et Karczinski Zurich was commissioned with this task.
Based on a qualitative analysis with in-depth customer interviews, Albin Kistler's normative framework was sharpened in a two-day workshop. With the updating of the profile, the visual brand presence was then revised.
"Albin Kistler did not have to reinvent itself, but it did have to set new priorities," says CEO Rico Willi. The common thread remains the claim "We keep our word" and the customer promise to offer the best performance. In terms of content, the brand profile is accentuated by attributes that additionally describe how the core value of excellence is lived: the entrepreneurial team, the performance culture based on partnership, and continuity in personal customer care.
With the update of the profile, the visual brand presence was also gently revised. The logo is to simplify the effective digital appearance in the short form as an icon. The goose, the brand's emotional identifier for over 20 years, remains. "The interviews had clearly revealed how fitting the goose is for Albin Kistler's profile and how great the awareness has become in the meantime," explains Daniel Zehntner, Managing Partner of Martin et Karczinski. For new subjects, stills and moving images, a cheerful goose photo shoot was carried out with Noe Flum. The result was, among other things, a flight shot of the branded animal.
In terms of content, a campaign communicates the seven ingredients of Albin Kistler's recipe for success: from its own research and proximity to the companies to the basic optimism in its investment philosophy. In terms of the combination of text and images, it follows on from the previous campaigns, but brings new momentum to the presentation.
The rock-solid asset manager Albin Kistler is also continuing on its path in digital channels, idiosyncratically and unusually for the industry, with regular display campaigns and a podcast series. The podcast is intended to show that conveying knowledge from the world of finance can also be done in an understandable language.
