UBS

Challenge

When UBS acquired Credit Suisse in 2023, it marked the largest financial services merger in history and a pivotal moment for the industry. With over 100,000 employees and two storied institutions coming together, the challenge extended far beyond operational integration.  

UBS needed to define a new era of leadership and reintroduce itself to the world with clarity, unity and purpose. This was not simply about merging two entities; it was about reinventing the brand to drive long-term growth and cultural transformation. 

The merger represented a defining moment, an opportunity to redefine UBS’s identity on the global stage. The real potential lay not in integrating two legacy brands under one identity, but in leveraging brand as the engine behind cultural alignment, business transformation and long-term success. 

Solutions

To guide UBS through this pivotal transformation, it was essential to anchor the brand in a bold, unifying concept. The breakthrough came in the form of Craft – a refined and emotionally resonant idea that bridged UBS’s legacy with its leadership ambitions. It centered employees around a shared purpose while signaling clarity, confidence and innovation to the world. Craft also reinforced UBS’s reputation for trust and deep expertise, its commitment to long-standing client relationships and staying true to its Swiss heritage. 

Prophet worked closely with UBS across four core workstreams: 

• Integration – Orchestrating the brand migration from Credit Suisse to UBS, from business cards and signage to dual-branded branches, ensuring clarity across more than 50 countries. 
• Strategy – Refreshing UBS’s global brand positioning, divisional value propositions and employer brand.  
• Transformation – Building a future-ready marketing function with combined teams, aligning global, divisional and local efforts around Prophet’s Uncommon Growth approach. 
• Activation
  • Bringing “Banking is our Craft” to life, UBS’s first global brand campaign since 2016. Developed by Prophet and executed in partnership with Publicis, the campaign spotlighted UBS’s distinct values, reintroducing the brand to clients, prospects and investors worldwide.
  • We complemented this campaign with the UBS House of Craft experience platform, which features events in partnership with luxury brands such as Dior, IWC and Laurent Ferrier. And in parallel, developed the UBS Craftmakers series to showcase the stories, and craft, of high-profile figures including Formula One drivers and cultural icons Lewis Hamilton and George Russell, stylist June Ambrose, neon artist Chankalun and composer and maestro Long Yu.  

Results

UBS set out to reshape the industry through the largest merger in financial services history — and emerged stronger, with renewed purpose and momentum. Prophet partnered with UBS on a brand-led transformation powered by clarity of purpose and shared values, designed for long-term relevance. In 2025, UBS recognized this work with a Brand Excellence Award, marking another milestone in our 20+ year partnership driving operational success and Uncommon Growth. 

“Craft isn’t just a theme — it’s the thread that connects everything we do. From Craftmakers to UBS House of Craft and Adventures in Craft, it all reflects one belief: excellence lives in the details.

For us, craft is how we build trust, spark ideas and show the world who UBS is.“

Andres Nicholls

Chief Creative Officer
Prophet

UBS House of Craft x Dior 

UBS House of Craft is a global platform that reimagines how UBS connects through culture, creativity and craft. In partnership with Dior, recent events in New York and Singapore celebrated the art of haute couture through an exclusive photo exhibition curated by Carine Roitfeld and Brigitte Niedermair, rare Dior couture pieces, a series of public talks by industry icons and live craft demonstrations from Dior Atelier artisans. 
 
Aligning Dior’s legacy of reinvention with UBS’s commitment to excellence, the collaboration created rare experiences for clients and sparked meaningful dialogue around the value of craft. 

UBS House of Craft presents Icons of Time 

An experiential exhibition celebrating the craft of watchmaking, created with Hodinkee and curated by founder Ben Clymer. Bringing together the world’s leading brands for the first time, the showcase highlighted innovation, excellence and craftsmanship through live demonstrations and talks from renowned watchmakers and collectors, inviting guests to discover the stories and innovations that have shaped modern horology. 

Result

UBS House of Craft has delivered both brand and business impact, reinforcing UBS’ position as a modern luxury leader and transforming how the brand shows up in the world.

UBS Craftmakers

We launched UBS Craftmakers, a content series sharing authentic stories from masters of craft and well as rising talent. Crafted in feel, UBS Craftmakers takes you deep into the mindset, rituals and ambition of these iconic individuals — from F1 World Champion Lewis Hamilton, to pioneering neon artist Chanklaun, award-winning costume designer June Ambrose and renowned Chinese conductor and artistic director Long Yu. 

Result

UBS Craftmakers has been some of the best performing content UBS has ever launched — with Lewis Hamilton’s film generating over 550,000 video views within 48 hours and 6.6 million social impressions. A recent episode featuring fashion designer Guo Pei and porcelain maker Master Tan won two Silver Dolphins at the Cannes Corporate Awards for its craftsmanship, vision and storytelling.