Rebranding UBL UK's Premium Banking Offering for the Affluent Market

UBL UK, part of United Bank Limited, is a UK-based bank offering a wide range of personal and business banking services, including savings accounts, residential lending, and international money transfers. UBL UK is particularly known for its tailored Buy-to-Let mortgage solutions and the NetRemit service, offering competitive remittance options.

UBL UK aimed to reposition its brand in the UK market, moving away from the strong Asian cultural influence in its branding and instead appealing to a broader UK audience. They sought to create a fresh, modern identity for their Privilege offering, which includes high-net-worth personal lending, wealth management, and real estate services.

The existing brand elements were outdated, with guidelines from 2020, and the bank wanted a premium, professional feel for this exclusive offering, while still staying accessible to a wider UK audience.

We started by reviewing UBL’s existing branding guidelines and building mood boards that captured a modern, professional UK bank image. We proposed a fresh set of web-safe fonts and a colour palette that contrasted the core UBL blue with a warm copper/bronze tone, reflecting the exclusivity of the Privilege brand.

For the Privilege offering, we introduced a new logo variant in copper and developed an icon to accompany the UBL logo. Our design also incorporated high-end, professional, inclusive stock imagery to reflect the premium, yet accessible, nature of the products UBL UK offers. This modern and sophisticated branding would be carried across the bank’s marketing materials, including debit and credit card designs.

The new brand identity for UBL UK Privilege successfully redefined the bank’s premium offering. The updated logo, fresh colour scheme, new fonts, and updated imagery presented UBL UK as a professional, accessible, and luxury bank. The final design assets, including the Privilege card designs and mood boards, were well received and positioned UBL UK Privilege to better attract its high-net-worth target audience.

Modernised Brand Identity

The refreshed brand positioning ensured UBL’s Privilege offering now appeals to a wider, more professional UK audience, with a premium, modern look that aligns with their high-net-worth customer base.

Improved Visual Identity Consistency 

The new font, colour scheme, and branding elements brought cohesion across the brand, ensuring UBL’s offerings, including Privilege, are easily recognisable and aligned with UK expectations.

Elevated Customer Perception

The updated branding, including the new logo and card designs, successfully conveys the exclusivity of the Privilege offering, positioning it as a professional and premium choice for high-net-worth individuals.