Lombard Odier, which operates in regions including Asia-Pacific, is seeking to raise its profile worldwide.

Lombard Odier has launched a new brand campaign, "Rethink Everything", which it says captures the philosophy that accompanies the history, present and future of the 220-year-old Swiss private bank.

As part of the campaign, the Geneva-headquartered bank - it operates in a number of regions including Asia - will advertise in traditional and digital media, in Europe, the Middle East, Africa and Asia. It will also redesign its group website with new graphics, identity and content.

“Our firm has decided to raise the profile of its brand and we have ambitious growth targets for the business in the coming years. Rethink Everything goes to the heart of our identity, character and values: it captures the very essence of what’s been Lombard Odier’s “raison d’être” since 1796,” said senior managing partner Patrick Odier. 

“As a truly independent house it is our challenge to stay one step ahead to adapt and evolve through the challenges and opportunities of an increasingly complex and fast-changing world. We are in a unique position to be able to confront conventional thinking and where necessary, provide clients and investors with an alternative, imaginative and innovative approach," he added.

In 2013, Lombard Odier, along with Pictet and Mirabaud, shed their venerable unlimited liability partnership structure, and started for the first time to publish annual financial results. The move was caused, the banks said, by their increased size and complexity, although it also coincided with a wave of crackdowns on Swiss private banks by the US and other countries that was seen as putting partners with unlimited liability under threat. One such bank, Wegelin & Cie, ceased to operate in the US and its remaining business was restructured into a new bank, operating under the Notenstein brand.

Lombard Odier recently reported a consolidated net profit of SFr61 million ($163.5 million) for the first half of 2016, a fall of 13 per cent from a year ago. Assets under management held steady, at SFr156 billion; total client assets were SFr223 billion.