New money wants to feel like Old Money.

Leumi's Private Banking Division handles the banking needs of the very biggest customers – but not with their business, with their own private accounts.

This is a personal, professional financial management service. Here, it's not initiative and dynamism that are important, but rather a quiet atmosphere and long-term vision. With the launch of new services for private clients, Leumi also wanted to update its language. We created a language that is restrained yet distinctive. It is intimate and serene, inspired by the bank's elegant, grand, and dignified language.

Refined – but also precise, contemporary, and new.