Valiant Bank AG

Oh so simple: Supertext copywrites Valiant Bank’s new website

Supertext supports Valiant’s straightforward approach. In writing, not by correspondence.

Supertext has already made a name for itself in the financial sector, providing language services for Credit Suisse, Migros Bank and the Neue Aargauer Bank, among others. For the new Valiant Bank AG website, however, the job was a little different – namely, to be as straightforward as possible.

From being able to open an account online to using a questionnaire to select the right banking package in seconds, Valiant brings refreshing simplicity to the Swiss banking market. ‘Speak the language of customers, not banks’ was therefore the copywriting motto. For the new website, we sought out two copywriters for a three-month assignment, who were able to quickly understand Valiant’s corporate language and accurately implement it.

Specific ideas

After some initial smaller orders for POS campaigns and emails, MetaDesign got in contact about the project in August 2016. The marketing agency has supported Valiant’s brand management since 2015, and had very specific ideas about how the language on the new website should be: simple and familiar. Supertext was handed a 17-page manual with guidelines for the brand language. It covered everything from a preference for active constructions to the use of schriftlich (‘in writing’) rather than auf dem Schriftweg (‘by correspondence’).

From zero to sixty

Thanks to a network of more than 900 language professionals, Supertext quickly found three suitable candidates with experience in the financial sector, who were immediately invited for a casting by Valiant. The decision was then an easy one for the project team: whoever dared to keep things short and sweet got the job. Simple.

The collaboration went smoothly right from the start. At a kick-off meeting, Valiant, Supertext and the two copywriters defined the schedule and the flow of information. Then the work really began: the website texts were completely reworked between October and December 2016, at a record-breaking pace. It goes without saying that the project was delivered punctually. The new website has been live since January 18, 2017. And it left a very positive impression.


“We really value Supertext’s straightforward and simple order process, the high quality of the copywriters’ work, and their availability. It was all invaluable when it came to creating the new Valiant website,” says Eliane Tschudi, Head of Marketing Communications at Valiant.

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