Information checkedInformation unaudited Information geprüft Information ungeprüft willbeʼs golden rebranding

willbe has reinvented itself – with success. Six weeks after the launch of the new brand identity and willbe Gold, the figures speak for themselves: the new look is working and winning people over. Trust, reach, and client interest are all rising significantly. And a camera is delivering golden clicks every day.

By Bernhard Lendi

Cordin M. Camenzind is responsible for storytelling at willbe. From the very beginning, he has helped shape the tone and attitude of the product brand together with the team. The new brand identity was developed in dialogue with the entire willbe team. In an interview with LLB Voices, he reflects on the journey so far, discusses gold as a game changer, the brandʼs closer connection to LLB, and a vault that has become a daily meeting point.

Cordin, six weeks have passed since willbe entered its next phase with the new brand identity and willbe Gold. Whatʼs your initial assessment?

In short: weʼve delivered. The new brand identity is having an impact – both internally and on the market. Our clients can feel the change. The brand is more refined, clearer, and more personal. With willbe Gold, weʼve launched the right product at the right time.

What, in your view, makes willbe Gold stand out?

Gold is more than just a product – itʼs a statement. It stands for security, substance, and a long-term investment horizon. Weʼre making real gold digitally accessible. What makes it special is that our vault in Vaduz is not only secure, but also visible. The live camera is a hit – many people check in every day. It creates a new kind of emotional connection.

How has willbeʼs new brand world evolved?

Through dialogue. This wasnʼt a design update imposed from outside. We developed it together as a team – with LLB as a strong brand behind us, while maintaining a high degree of independence. Our goal was to make willbeʼs mindset visible. We think differently, communicate clearly, and prioritise transparency. The new look is just the surface – thereʼs a clear strategy behind it.

How did the launch of the campaign go?

We launched with a visually impactful media mix, using videos on Sky, Amazon Prime, Spotify, YouTube, digital out-of-home channels, and social media. The numbers speak for themselves. Weʼre reaching the right audience, interactions are on the rise, and customer numbers are developing positively. With the rebranding and gold, weʼve tapped into strong market momentum.

What role does the connection to LLB play?

A big one. willbe is powered by LLB – and thatʼs not just an empty label. LLB stands for stability, security, and trust. We build on that. At the same time, we give back by reaching new target groups – people who think digitally but are looking for substance. Our strength lies in combining banking tradition with modern brand leadership.

What are the next steps?

The path is clear: willbe is becoming a platform for smart wealth building. Gold will be followed by ETFs and funds. Weʼre still working on what to call our latest addition. But as always, it will reflect willbeʼs style: simple, clever, and surprising. We donʼt aim to be the loudest – but the ones with character and conviction.