HLB Private Bank Unveils Regional Branding Campaign
HLB Private Bank Unveils Regional Branding Campaign
Underscoring true wealth transfer and legacy preservation that begins with the human conversation, not just the financial one
KUALA LUMPUR, 1 October 2025 – HLB Private Bank (or the “Bank”) has launched a comprehensive regional branding initiative, marked by the official launch of its new brand video and logo. More than just a cosmetic change, the renewed branding highlights the Bank’s decisive step forward to serve the clients in the high net-worth (“HNW”) and ultra high net-worth (“UNHW”) segment, along with their family offices, re-establishing its 120-year legacy as an essential partner in navigating inter-generational wealth transfer.
The brand video, now available on all Malaysia Airlines flights, captures the emotional core of our new proposition. This cinematic piece tells the beautiful story of a mother who orchestrates a moment of reconciliation between a strained father and daughter. This highlights HLB Private Bank's belief that true wealth transfer and legacy preservation begin with the human conversation, not just the financial one. The Bank serves as the crucial bridge, making those difficult dialogues possible between generations.
To embody its elevated philosophy, HLB Private Bank has introduced a new visual identity. The sleek, modern logo maintains the gravitas of the established HLB identity while deliberately setting the private bank apart from the mass market. This refined visual language signals a shift towards a more exclusive, bespoke service model.
This sophisticated new identity is already rolling out across all client touchpoints:
Elite Spaces: The logo and elevated design aesthetic have been deployed across dedicated Private Banking offices in Malaysia and Singapore, creating environments that reflect the discerning tastes of its clients.
Brand Assets: The new branding now graces essential marketing materials, peripherals, and client merchandise, ensuring a consistent and luxurious brand experience.
People: Deployment also includes intensive training for our Client Advisors. The Bank has provided its wealth advisors and relationship managers with specialized onboarding to equip them with the tools and insights necessary to manage HNW and UHNW clients, focusing specifically on how to utilize the Bank’s value propositions to bridge generational gaps and support wealth transfer.
Products: The Bank offers clients a refreshed product suite and service offerings, providing clients with the best-in-class investment, asset management, and wealth transfer solutions.
In May 2025, HLB Private Bank formed a strategic alliance with Lombard Odier, Switzerland's oldest private bank. This collaboration significantly strengthens our capabilities in inter-generational wealth transfer, legacy planning, and portfolio management. By combining Lombard Odier's sophisticated global wealth architecture and world-class investment strategies with HLB Private Bank’s deep local expertise in Southeast Asia, we deliver intelligent, responsible, and compelling solutions designed to not just protect, but to grow family wealth for generations ahead.
Zalman Zainal, HLB’s Chief Marketing and Communications Officer, commented: “This is a pivotal moment for HLB Private Bank. Our revitalized brand identity is a deliberate step to position the Bank as a suitable elite wealth manager for our customers. The goal was to fundamentally uplift our brand image and provide a visual language that is instantly recognizable as sophisticated, trustworthy, and globally informed. This elevated aesthetic, coupled with our enhanced proposition and our powerful strategic alliance with Lombard Odier, makes us a compelling and attractive partner for discerning clients who demand both enduring legacy stewardship and world-class financial growth capabilities.”
To watch HLB Private Bank’s brand video, please visit:
https://www.youtube.com/watch?v=mX0YYhMF9_Q
For more information, please visit:
https://www.hlb.com.my/en/private-banking/home.html