STANDARD
CHARTERED
Linkedin
Banking | Finance Services
INDUSTRY
Standard Chartered Private Banking
CLIENT
2025, 2026
YEAR
LinkedIn page visual identity and image direction
EXPERIENCE
ABOUT.
Took over the Standard Chartered Private Bank LinkedIn page at a point where the visual identity was largely undefined. Working alongside a colleague, I helped establish the overall art direction from the ground up, shaping a warm but authoritative aesthetic tailored to a high-net-worth audience. Image choices leaned towards abstract architecture, intentionally stepping away from the bank's broader brand to carve out a more refined, private banking feel.
After handing the project over, I returned to it this year with a new client lead who brought fresh preferences to the table. Rather than holding on to what was built before, we took the opportunity to revisit the direction entirely. The palette shifted from warm tones to cooler, richer hues, and we moved towards featuring more human faces after noticing those posts consistently performed better than architectural imagery.
It was a good reminder that good art direction
is never static — it listens.
TEMPLATES.
