The challenge was simple but monumental. Create a name, look, and voice for what would be the world’s first wholly digital Swiss Private Bank. A completely disruptive endeavour that would need to be accepted by the Swiss Financial Market Supervisory Authority (FINMA), one of the most famously conservative organisations on earth.

The brand won FINMA over. Four years after launch, Alpian operates as a fully-licensed Swiss Private Bank, with Assets Under Management in excess of CHF 100 million.