HLB Private Bank transforms legacy into dialogue with new brand identity

HLB Private Bank has rolled out a refreshed regional branding campaign, underscoring its belief that true wealth transfer and legacy preservation begin with human conversations, not just financial ones.

The initiative marks a new chapter for the bank as it doubles down on serving high net-worth (HNW) and ultra-high net-worth (UHNW) clients, along with family offices across the region. The repositioning, which includes a new logo, brand video, and refined client experience, reaffirms HLB Private Bank’s 120-year legacy while steering the brand toward a more bespoke, relationship-driven service model, the bank shared in a statement. 

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At the heart of the campaign is a cinematic brand film, currently airing on Malaysia Airlines flights. The film tells the story of a mother orchestrating a moment of reconciliation between a father and daughter, reflecting the emotional core of the bank’s philosophy, that meaningful legacy conversations often precede financial planning.

To match its evolved brand purpose, HLB Private Bank has unveiled a new logo and visual identity designed to reflect modern sophistication while maintaining ties to its parent brand, Hong Leong Bank. The identity is now being rolled out across all client touchpoints, from private banking offices in Malaysia and Singapore to client merchandise and marketing assets.

The rebranding also extends beyond visuals. Client advisors are undergoing training to help them guide families through intergenerational wealth transfer and legacy planning, supported by refreshed product offerings that combine investment, asset management, and advisory services tailored to affluent clients.

This transformation follows HLB Private Bank’s strategic alliance with Lombard Odier, Switzerland’s oldest private bank, announced earlier this year. The partnership merges Lombard Odier’s expertise in global wealth architecture with HLB’s local insight in Southeast Asia, enabling the bank to offer more holistic and globally informed wealth solutions.

Zalman Zainal, HLB’s chief marketing and communications officer, said the campaign and new identity mark a defining moment for the bank. “Our revitalized brand identity is a deliberate step to position HLB Private Bank as a trusted, elite wealth manager for our clients,” he said. “The goal was to uplift our brand image and create a visual language that communicates sophistication, trust, and global relevance. Coupled with our alliance with Lombard Odier, we’re well positioned to serve discerning clients seeking both enduring legacy stewardship and world-class financial growth.”

In another example of refreshed brand identities in Malaysia, Sime Darby Property has unveiled a renewed brand identity to mark a key milestone in its transformation from a pure-play property developer into a diversified real estate company. While retaining its most recognisable assets including the name, shield, and heritage red, the updated identity introduces a modernised look designed to better connect with today’s audiences.

The new logo features an outward-moving form inspired by Sime Darby Property’s four core values, with shades of red and yellow representing the group’s purpose as a "Value multiplier" for people, businesses, economies, and the planet.

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