BCS CIB / BCS PIB — Rebranding the International Business

BCS Global Markets became two new BCS Group brands: Corporate & Investment Banking (CIB) and Private Investment Banking (PIB). The business had split into two lines with different audiences, and the old name and visual language fit neither. Both brands had to read as part of BCS Group while speaking to institutional and private clients.

Solution: one architecture — the group mark plus a business descriptor. CIB carries a strict institutional tone, PIB a restrained premium one. Shared typeface (Suisse Int’l), palette and rules, so both brands are built from one system. Guidelines v1 (Q4 2022) cover Russian and English logo versions, light and dark variants, a gradient-free mark for print, and an AA-checked CIB Gray / Red / Light Gray palette. For PIB: product sheets for the Elite and Ultra premium tariffs and client event invitations.

Result: the guidelines became the standard for in-house designers and contractors, and both brands launched across the website, board and client presentations, and marketing.

Role: Creative Director — brand architecture, identity concept, art direction, presenting to leadership, leading roll-out by a team of 3 and contractors.