Mergers, acquisitions, and rapid changes in its marketplace convinced Credit Suisse that it was time to dramatically reorganize itself and to call in Wolff Olins for concomitant attention to its corporate identity. Convinced that the bank’s image didn’t match the facts of its size, reach, and competitive advantages, Wolff Olins engaged in a six-month brand repositioning campaign involving changes to the corporate logo, creation of a master brand, and a communications strategy encompassing a bold (literally) new advertising campaign.