Bank Frick showcases corporate culture with brand and employer branding campaign
The Liechtenstein-based Bank Frick is placing its pioneering spirit at the heart of a new communications campaign. Under the slogan «We do things differently,» the bank is positioning itself as a driver of innovation within the financial sector—while integrating its brand identity, employer branding, and corporate values into a consistent narrative.
The starting point is the history of the bank, which was founded in 1998, started with six employees in a garage and now has around 300 employees in Balzers and London. The new campaign builds on the 25th anniversary film production, which won two gold dolphins at the Cannes Corporate Media & TV Awards in 2025. Shot in an industrial hall, the location served as a metaphor for the "ideas factory" that is Bank Frick.
CEO Edi Wögerer describes the approach as a deliberate departure from industry norms: "We think and act differently because this is the only way to achieve product leadership."
Authentic insights instead of glossy staging
The anniversary film gave rise to a five-part web series that portrays employees in short documentary films. They show how banking is being rethought at Bank Frick - approachable, experimental and far removed from traditional image messages. The series was produced by Picky Martin in collaboration with Boutiq.
Creative Director Martin Fuchs describes the approach as follows: "If you're different, you don't have to claim it - you have to show it." The episodes tell stories about team spirit, creativity and community, for example in the joint mud obstacle course "LieMudRun" or in projects that actively involve customers.
Employer branding with real added value
At the same time, the bank is launching an unconventional employer branding program. Instead of promises, the focus is on concrete offers: The intranet platform "Space 4U" offers over 40 courses - from pottery and meditation to padel tennis - developed and run by employees themselves.
The central meeting point is the "Magnet", a converted building near the head office. The former disco now serves as a place for fitness, relaxation and creativity. CFO Melanie Mündle describes the concept as a "space that attracts people who want to develop and grow together".
Holistic communication
The campaign combines classic brand communication with internal cultural work. The series is played out via social media and digital channels and is intended to show that performance and well-being are not opposites at Bank Frick, but are mutually inspiring.
Responsible at Bank Frick: Esther Goldener (Head of Marketing & Products), Marie Mosimann (Content Manager Marketing Communication), Tonja Kohler (Head of Marketing Communications)
Responsible for key visuals: Vitamin 2: Jan Hasler (consulting), Milica Rakic (consulting). Martin Fuchs (Creative Direction & Consulting), Photography: Dan Cermak, Lorenz Wahl, Postproduction. Sénic: Marc Frick (Creative Director), Joel Schönenberger (Art Director 3D). Responsible for the web series "We do it differently": Picky Martin: Martin Fuchs (consulting, creative direction, script), Boutiq: Mike Huber (script & direction), Ralph Baetschmann (DOP), Oliver Ospelt (DOP), Joel Habermacher (editing & color grading), Chantal Gugger (producer), Beat Solèr (music) Roller Frei (audio / mix), set photography: Oliver Ospelt.
