Thomas Wild | UX & Product Design Portfolio

Strategic Realignment & Digital Rebranding – Migros Bank

A holistic transformation from a retail bank to a modern universal bank through strategic design and technological renewal.

Strategic Realignment & Digital Rebranding – Migros Bank

A holistic transformation from a retail bank to a modern universal bank through strategic design and technological renewal.

Strategic Realignment & Digital Rebranding – Migros Bank

A holistic transformation from a retail bank to a modern universal bank through strategic design and technological renewal.olistic transformation from a retail bank to a modern universal bank through strategic design and technological renewal.

Starting Point: Cleared of Dust

The existing branding of Migros Bank had become outdated and no longer met the requirements for digital accessibility or modern user habits. The visual appearance felt stale and did not reflect the innovation the bank demanded for its future digital products like the new e-banking and website. A fundamental overhaul was essential to position the bank as a modern universal bank.

Starting Point: Cleared of Dust

The existing branding of Migros Bank had become outdated and no longer met the requirements for digital accessibility or modern user habits. The visual appearance felt stale and did not reflect the innovation the bank demanded for its future digital products like the new e-banking and website. A fundamental overhaul was essential to position the bank as a modern universal bank.

Starting Point: Cleared of Dust

The existing branding of Migros Bank had become outdated and no longer met the requirements for digital accessibility or modern user habits. The visual appearance felt stale and did not reflect the innovation the bank demanded for its future digital products like the new e-banking and website. A fundamental overhaul was essential to position the bank as a modern universal bank.

Vision for a New Era

Migros Bank engaged me as Digital Lead to realize the new website and a forward-looking e-banking platform. It quickly became clear that to compete digitally in the long term, not only a new platform but a comprehensive renewal of the brand presence was necessary. I convinced management that a strategic rebranding must form the basis for all upcoming digital touchpoints. Subsequently, I led the pitch process for branding agencies and selected the new brand design together with management. The result was a holistic transformation, spanning from brand identity to implementation in web and app.

Vision for a New Era

Migros Bank engaged me as Digital Lead to realize the new website and a forward-looking e-banking platform. It quickly became clear that to compete digitally in the long term, not only a new platform but a comprehensive renewal of the brand presence was necessary. I convinced management that a strategic rebranding must form the basis for all upcoming digital touchpoints. Subsequently, I led the pitch process for branding agencies and selected the new brand design together with management. The result was a holistic transformation, spanning from brand identity to implementation in web and app.

Vision for a New Era

Migros Bank engaged me as Digital Lead to realize the new website and a forward-looking e-banking platform. It quickly became clear that to compete digitally in the long term, not only a new platform but a comprehensive renewal of the brand presence was necessary. I convinced management that a strategic rebranding must form the basis for all upcoming digital touchpoints. Subsequently, I led the pitch process for branding agencies and selected the new brand design together with management. The result was a holistic transformation, spanning from brand identity to implementation in web and app.

Design: The New Brand Identity

The visual shift from a traditional retail bank to a modern universal bank was achieved through a clear, accessible, and forward-looking design language. Fresh colors, optimized typography for maximum readability on digital devices, and a clean, user-centered form language define the new appearance. This digital rebranding translates Migros Bank’s trustworthiness into a contemporary digital experience that harmoniously combines accessibility and aesthetics.

Design: The New Brand Identity

The visual shift from a traditional retail bank to a modern universal bank was achieved through a clear, accessible, and forward-looking design language. Fresh colors, optimized typography for maximum readability on digital devices, and a clean, user-centered form language define the new appearance. This digital rebranding translates Migros Bank’s trustworthiness into a contemporary digital experience that harmoniously combines accessibility and aesthetics.

Design: The New Brand Identity

The visual shift from a traditional retail bank to a modern universal bank was achieved through a clear, accessible, and forward-looking design language. Fresh colors, optimized typography for maximum readability on digital devices, and a clean, user-centered form language define the new appearance. This digital rebranding translates Migros Bank’s trustworthiness into a contemporary digital experience that harmoniously combines accessibility and aesthetics.