Ascent Private Capital Management of U.S. Bank | Launching a New Brand

Ascent LogoAscent Private Capital Management of U.S. Bank, the ultra-high-net division of U.S. Bank’s Wealth Management Group.


With the launch of the ultra-high-net-worth business, U.S. Bank furthered their service offering.To support business development and targeted marketing activities, a team of our associates was hired to provide overall brand direction. The goal of this engagement was twofold: (1) to ensure that client-facing and internal communication materials maintained the integrity and high quality standards of U.S. Bank, and (2) to differentiate the new brand from marketplace competitors and other U.S. Bank brands providing products and services to clients of the Wealth Management Group.


As the lead branding agency, we were then retained to develop the brand communication platform. This included the development of organizational guiding principles, positioning statement, marketing objectives, tagline, key messages and sample copy; identification of target audiences; and priority ranking of key messages against target audiences. 

We also worked collaboratively with the U.S. Bank marketing team located across their geographic footprint. In addition to providing real-time consultation, coordination and management of ongoing activities, we represented U.S. Bank’s interest and point-of-view to other external vendors tasked with executing various marketing programs supporting the launch.


The brand was launched to great marketplace receptivity and has since been named as one of the fastest growing ultra-net-worth firms in the country. In 2014, Ascent received the Best Brand Launch / Relaunch Award from the Family Wealth Report Magazine.