When two household names in private banking — Mercier Vanderlinden and Van Lanschot Kempen — were about to join forces and become one strong Mercier Van Lanschot we were asked to design a brand identity and spatial concept aligned with their ambitions. A seemingly simple brief, to align the international feel of Van Lanschot with the local authenticity of Mercier Vanderlinden, thus strengthening their authority on the private banking market. Finding what sets Mercier Van Lanschot truly apart was key, i.e. their skin in the game approach to investing. The ultimate stewardship is always reserved for one’s own property. Or in other words, you invest differently with your own money. Mercier Van Lanschot invests together with their investors. And that’s exactly what makes investing your money at Mercier Van Lanschot different.

To launch Mercier Van Lanschot’s new name and ambitions, we came up with a copy-driven campaign that introduces the brand’s distinct voice. No sales pitch, no boasting confidence, no old luxury cues but rather simplicity and consistent vision translated into witty headlines with a twist, underlining their ‘skin in the game’ approach to investing.

We built a refined visual identity rooted in simplicity, transparency, and a personal approach. A custom graphic system inspired by candlestick charts brought structure and subtle symbolism, while a bold, copy-driven campaign introduced the brand’s distinct voice. Paired with high-contrast imagery by Charlie De Keersmaecker and Kamiel Doens, the result is confident and clear.

The interior design brings the brand to life physically, echoing the same values through natural textures, warm wood slats, clean lines, and soft lighting. Deep blue accents provide quiet strength, while the kitchen area balances matte black finishes, stone, and jute for a space that feels both functional and welcoming. A calm, intentional atmosphere, just like the brand it represents.

“The launch of Mercier Van Lanschot in 2024 was only the beginning. Today, the brand is firmly established in the market and reflects our long-term vision as well as our commitment to our clients. Our goal remains the same: to protect our clients’ purchasing power and grow their wealth for future generations. ‘Investing together’ remains at the heart of everything we do.”

— Thomas Vanderlinden, CEO of Mercier Van Lanschot