2019: launch of an ambitious and innovative communication campaign to establish our new brand Voluntarily breaking with the sector’s communication codes, this campaign marks our desire to embody a modern vision of private banking, without relinquishing the timeless values that have made its reputation and its value, in line with Richelieu’s era: tailored, excellent service, “corporate” spirit, boldness, and agility. A logo rewarded by the industry Less than a year after the launch of our new visual identity imagined with Havas, the Banque Richelieu logo won bronze in April 2019 at the 33rd GrandPrix Stratégies du Design which rewards the best design achievements and campaigns each year. The timelessness of a winning A responsible campaign spirit for a creative bank that looks to the future In 2019, a major communication campaign, based on powerful media (posters and Inspired by French heritage embodied media plan), was deployed in France and by luxury and history, our visuals, original abroad.The giant tarpaulins that cove- hand-painted works of art, were created red illustrious historic monuments were to showcase the past (inspired by French the subject of an “upcycling” operation. seventeenth century art) and the future In accordance with the Group’s environ- (ultramodern projects developed by entre- mentally responsible approach and in preneurs to live, move, conquer, etc.). cooperation with a French fashion house, Handwriting, such as the date 1624 (year a pioneer in recycling and recovering ma- when Armand Jean du Plessis de Richelieu terials, our fabrics were transformed into became Louis XIII’s Chief Minister of accessories extending the campaign and State), is there to recall the birth of L’espritcontinuing, with their story, to advertise de conquête that drove the Cardinal. Banque Richelieu’s image and brand. 26 BANQUE RICHELIEU