Banco Carregosa is a reference in Wealth Management in Portugal and was a pioneer of a new generation of financial institutions now known as Private Banking.
To mark its repositioning process, the bank challenged Shift to take on both the Rebranding and the Institutional Campaign.
The Banco Carregosa is a Portuguese bank specialising in private banking, dedicated to managing and growing its clients’ wealth. Its solidity, credibility and independence are widely recognised and clearly supported by more than 180 years of history. These values are complemented by a strong capacity for innovation, a transparent attitude and a culture of sustainability that has always characterised the bank and needed to be reflected in the new brand.
As an independent private bank, Banco Carregosa benefits from the ability to plan for the long term and from a clear purpose: to manage and safeguard its clients’ assets. To this end, since the 19th century, its shareholders have passed on — across generations — the knowledge, experience and values of Casa Carregosa, ensuring that every family and every client receives the tailored response they deserve.
A value-driven rebranding for Private Banking.
Following a repositioning process, Banco Carregosa decided to revisit its brand with the aim of positioning it with greater simplicity, proximity and relevance for its target audience. The rebranding also involved redefining the Brand Architecture, a process fully developed by Shift.
The challenge was to affirm Banco Carregosa’s purpose in the market, reflecting its values and experience, while aligning the identity with the demands of contemporary communication processes — resulting in greater impact and stronger brand performance across different platforms.
Alongside the visual identity, the brand narrative was updated, reinforcing both the value proposition and the wealth management solutions on one hand, and the sense of commitment and personalised client service on the other. This work found its strongest expression in the Institutional Campaign developed by Shift.
After defining a monolithic Brand Architecture system (encompassing the Banco Carregosa and Banco Carregosa – Private Bankers brands), the development of the new corporate identity began.
The objective was to create an identity fully suited to today’s digitally driven communication channels, while maintaining the same visual codes and references. Preserving the brand’s visual heritage allowed the reinforcement of Banco Carregosa’s intrinsic and distinctive values, ensuring that clients who place their trust in the bank would recognise it in the new brand — and feel encouraged to follow it into the future.
The approach focused on simplifying graphic elements, designing a new typeface, and creating a new colour palette and photographic style which, together, deliver greater impact and improved brand performance across different media.
“Every client has their own story. But the ending is always the expected one.”
This headline was created to convey Banco Carregosa’s solidity and credibility, as well as its deep sense of commitment to its clients.
The tagline “If you would like to know more, talk to us. We are an open book” is both an invitation and a message of transparency from a bank that benefits from an impeccable reputation in the market.
The clean key visual follows the approach adopted by some of the world’s leading financial institutions and portrays, through book titles, different client profiles — serving as a metaphor for their relationship with the bank.
The result is an Institutional Campaign that, having been present across multiple offline and digital channels, not only reflects the brand’s value proposition but also pays tribute to the clients who have accompanied it over many years.
"Shift knew how to interpret the communication and business needs and reflect them in the identity and campaign presented. Respecting and honoring Banco Carregosa's secular heritage and corporate values, they have reshaped the brand with greater simplicity, proximity and relevance, projecting it towards an increasingly sustainable and digital future.”
Tiago Fleming
Diretor de Marketing e Comunicação – Banco Carregosa