Your «domestic» bank

Challenges:

  • research;
  • brand platform development;
  • creating brand's verbal and visual attributes;
  • development of brand identity attributes application guidelines;
  • development of advertising strategy and advertising materials;
  • launch.

Client:
«Zhivago Bank».

«Zhivago Bank», founded in Ryazan in 1992, is a small regional bank, whose clients nevertheless receive a full cycle of banking services, from the processing of plastic cards to the accompaniment of foreign economic transactions. The bank did not have a clear positioning and visual image. Some potential customers thought that he closed down altogether and stop noticing it. It was necessary to do something urgently to maintain market positions and to create a foundation for further growth.
Pavlov's Design suggested a new positioning of «Your domestic bank» and the change of focus to another, younger and more purposeful target audience. «Your domestic bank»: a small, local; you know no one will deceive. It is easy for such a bank to be flexible and personified and, accordingly, «one's own». As a result, bank’s style became more «fresh» and friendly, and also began to correspond to its positioning. Soon after the rebranding, the client base of «Zhivago» Bank has been distinctly «rejuvenated» not only in terms of age, but also in terms of financial products awareness.

The project team

Oleg Pavlov, Elena Pavlova

strategy

Ivan Bogdanov

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Maria Mamoshkina

leading designer

Valentina Koroblina

designer

Irina Maksimova

technical design, pre-press