Bank WIR Campaign: Banking with the WIR Spirit
Bank WIR and brinkertlück Switzerland are launching a comprehensive campaign that reposition the cooperative bank as a full-service provider for individuals and SMEs—with a catchy tagline and a distinctive visual identity.
Bank WIR Campaign: A New Direction with a Clear Stance
Bank WIR and the agency brinkertlück Schweiz have jointly developed a new communications strategy. At the heart of Bank WIR’s campaign is a new tagline that links the bank’s cooperative identity with its current range of services: «Banking with the WIR feeling.» The campaign supports the bank in strengthening its position as a full-service provider for private clients and SMEs—from the awareness phase through consideration measures to performance assets.
According to the bank itself, Bank WIR combines everything that defines a modern bank: accounts, cards, savings and retirement planning, financing solutions, and digital everyday banking. At the same time, its cooperative roots continue to shape its core values to this day. The focus is on delivering genuine added value for customers—an approach that is intended to be reflected in the new positioning.
Visual Identity: A Fluid Surface as the Central Visual Element
The tagline «Banking with the WIR Spirit» is also incorporated into the newly designed corporate identity and visual language. Each asset is intended to convey the WIR spirit graphically, thereby creating a distinctive brand presence with high recognition value. The central design element is a fluid surface that serves as a defining visual element in both static and dynamic applications. It symbolizes connection and visually brings the “WIR” feeling to life.
Reto Brotschi, Head of Marketing & Product Management at Bank WIR, describes the philosophy behind the slogan: «The »WIR’ spirit expresses solidarity and shared values such as fairness and trust—and thus fits us perfectly. As a down-to-earth cooperative that has had the word ‘We’ in its name for more than 90 years, we have evolved into a bank that offers far more than just the well-known complementary currency.”
Bank WIR Campaign: Start Inside, Make an Impact Outside
In addition to the 360-degree campaign across all channels, initiatives for employees were also implemented, including a kickoff event and other engagement activities. Dennis Lück, owner and co-founder of brinkertlück Switzerland, emphasizes the importance of internal communication: «With such a comprehensive realignment, it’s crucial to communicate not only externally but first and foremost internally. Only when everyone is pulling in the same direction can communication promises be credibly conveyed and fulfilled.»
The live-action assets were created on behalf of brinkertlück in collaboration with Black Forest Productions. The AI-based clips were produced entirely in-house at brinkertlück Switzerland. Following the internal kick-off, the campaign launched with branding initiatives across DOOH, online media, video/streaming, print, and social media.
Learn more about Bank WIR and its services for individuals and small and medium-sized businesses: https://www.wir.ch
Person in charge at Bank WIR: Reto Brotschi, Head of Marketing & Product Management. Contact person at brinkertlück Switzerland: Dennis Lück, owner and co-founder. Production (live-action): Black Forest Productions.
