First Republic Bank – San Francisco

Today, First Republic is known as one of the nation’s premier private banks, with a shining reputation for responsive service among its truly upscale clientele. It’s a stellar brand story, one made possible, in part, by the decisions that flowed directly out of a brand investigation conducted by members of the EMPATH team. Our primary mission: give the bank a rigorous understanding of the customer journey, from the customer’s perspective, across the entire sales funnel. The critical results: insights that would turn First Republic into a destination bank, dramatically upgrade in-bank ergonomics, and underpin a new brand positioning and theme that’s still building relationships today.

“Brand experience repositioning built upon exceeding customer expectations.”


A complete transformation of the customers experience, from storefront to interactions with a banking expert.

  • Brand Empathics Investigation—brand audit, multiple customer interviews, ethnographic, and anthropological research from website to entryway to teller desk and beyond. We transformed the way FRB connects with their customers.
  • Brand Analysis—leading to an understanding that prospects at this level of trade generally have already had 4 banking relationships; First Republic could become the 5th, and final, destination.
  • Brand Design, Identity Asset Development, Brand Standards—ensuring coherent and consistent deployment across all channels.
  • Brand Management and Marketing Consulting.

Uncover your brand innovation

The marketing world is rich in data, analytics, and technology. But to get the real benefit of that wealth of information, you need something entirely human—that rare quality called empathy. Because the real goal isn’t just to see your brand, marketing, and operational opportunities. It’s feeling the full scope of what’s possible. Ready for EMPATH?

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