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Key Private Bank : Creative Platform + Execution

Navigating the path for sophistication


Key Private Bank (KPB) came to us for help in addressing their marketing and communication challenges. KPB manages a large amount of assets for KeyBank, but even so the group was not well known inside the walls of the bank. They also lacked consistent awareness among current and potential customers. Adding to this lack of awareness was the group’s internal struggles with consistency. Each member of the sales team used his or her own version of a design template, with many different themes.

In short, KPB relationship managers desperately needed materials that could help communicate who they are, what they do and how they do it, consistently, across both internal and external audiences. The group needed a brand look and feel that would accurately set the tone and represent their messaging strategy, while providing consistent tools and templates to their relationship managers.


After strategic sessions with the Mower Insights team, a new message map was devised and a consistent theme bubbled to the top: Key Private Bank relationship managers pride themselves on getting to know their clients, their clients’ families and social circles, and on making sure they are accounting for all of the opportunities available for each client. Relationship managers consider themselves adaptable and, collectively, have a remarkable amount of experience.

Mower’s challenge was to parlay all of that information into new materials and create consistency in brand messaging.


Because the relationship managers are so dedicated to helping clients navigate a journey and find the best path, the Mower team determined that depicting the journey would be the most influential way to differentiate Key Private Bank. While the competition focuses mainly on the human-interest element – frequently showing images of people who have retired, parents paying for college, etc. — KPB can show that it truly understands clients and knows that their desires are much more complex than what is being portrayed in the marketplace. By working with clients instead of for clients, Key Private Bank helps customers determine their own unique path — without relying on canned solutions. After all, needs change over time; paths are never perfectly straight.


The marketing collateral has been well received internally and the sales team has consistently aligned on tools and templates. The Key Private Bank team loves the new brand look and feels they finally have a theme that demonstrates the pillars of their messaging strategy in a sophisticated way that resonates with their audience.

The client was so pleased, they asked us to help on their Family Wealth line of business, a niche market that delivers white-glove service to its ultra wealthy clients.

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