Switzerland’s smallest nation-wide retail bank needed to rejuvenate and raise awareness dramatically. The solution: a consistent challenger strategy, a new name, an unconventional tone of voice and a bold, fresh design that create a completely different Swiss bank. "Cler" is from the Rhaeto-Romance language and means clear or simple. The design breaks with industry conventions and feels fresh and digital. The bright Cler blue and the large C create strong impact. The typeface is customized for banking use. The graphic design is complemented with brand-specific UX design, sound, motion, interior design, corporate clothing and writing style.