UBS Banking Is Our Craft: Brand Strategy to Global Campaign

When UBS completed the largest financial services acquisition in history, integrating Credit Suisse into its organisation, it faced a defining strategic inflection point. Two global institutions needed to unite under one compelling narrative capable of driving long-term growth and modernising perception.
The answer was a new brand strategy: At UBS, elevating you is our craft.
Rooted in Swiss precision, judgement and long-term stewardship, craft became the organising principle of the combined organisation. It reframed banking as disciplined mastery rather than transactional service and aligned more than 100,000 employees behind a shared purpose.
From this strategy emerged the global campaign platform, Banking Is Our Craft.
This was not a traditional financial campaign. It was a fully integrated expression of brand strategy across advertising, content and experience.
A global launch spanning film, out of home, print, digital and social reintroduced UBS with a confident, human voice, reaching 165 million people worldwide.
The strategy came to life experientially through UBS House of Craft, a global event platform delivered across ten cities. Positioned within fashion, horology and gastronomy, it established UBS as a cultural host alongside recognised masters of craft. Creative partnerships, including collaborations with Dior, translated the strategic idea into immersive exhibitions and live demonstrations that made mastery tangible.
The narrative extended into content through UBS Craftmakers, a global storytelling series featuring figures such as Lewis Hamilton, George Russell, June Ambrose and Guo Pei. By drawing parallels between cultural mastery and financial mastery, the series delivered 10 million impressions and UBS’s highest performing social content to date.
Banking Is Our Craft enabled UBS to move beyond category conventions and achieve cultural relevance in spaces financial institutions rarely inhabit. The campaign generated more than 100 million social reach and repositioned UBS as a culturally fluent brand capable of leading conversations beyond finance.
By transforming craft from positioning into organising principle, UBS turned integration into differentiation and built a scalable platform for long-term growth.