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A Bank That Feels Like an App: Credit Suisse Launches CSX Brand with Hotz Brand Consultants

Under the name CSX, Credit Suisse is igniting the next stage of digitalisation and offering its clients a new and uncomplicated banking experience.

Under the name CSX, Credit Suisse is igniting the next stage of digitalisation and offering its clients a new and uncomplicated banking experience. "With CSX, we are bringing together Credit Suisse's expertise and comprehensive range of services with the user-friendliness of a purely digital bank," says CMO Roman Reichelt, "so that you no longer need an app that plays the bank, but can rely on a bank that feels like an app."

With the products "CSX" and "CSX Young", Credit Suisse is launching a completely new digital offering. All banking transactions can be carried out via app on the smartphone. Anyone who downloads the app opens a CHF private account directly via a smartphone that is completely paperless. In addition, users get an online-capable Debit Mastercard for free foreign transactions as well as various self-service functionalities from the areas of investment or pension provision. In the coming months, the offer will be continuously expanded.

Credit Suisse worked closely with Hotz Brand Consultants to develop and realise the new product’s brand. For the strategy, naming and the look and feel of the newly created CSX identity, the established strengths of the Credit Suisse brand were the starting point.

Chris Steinacker, managing director of the brand consulting firm, explains:

"The key was to interpret and apply the existing strengths of Credit Suisse in a new context. In this way, a new product brand with a high level of character and differentiating independence could be created."

In addition to the brand strategy and architecture, Hotz Brand Consultants also developed the design for CSX and worked intensively with the Credit Suisse UX/UI team on the digital experience of the product.

Learn more about our approach to developing the brand strategy, offering and brand architecture, and brand design for CSX.

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