Private Banking brand creation
One of the leading retail banks — VTB24, part of VTB Group, started to offer services for affluent private clients. Agency’s task was to develop the name and identity for the new sub-brand. The hindrance was the fact that popular international tag Private Banking is perceived and interpreted ambiguously in Russia, for a numberof legal and psychological reasons. Nevertheless, this very name, Private Banking, was finally approved after numerous alternative variants were developed and presented.
The main difficulty was that VTB has already had an established and well-developed corporate style, perfectly suitable for a global finance brand. However, the possibility of opening such specific divisions as Private Banking has not been considered. This led to the fact that Agency had to work with a minimum of graphic resources, implanting each solution into already incredibly dense visual system of corporate communications.
In about six months of work, we managed to perform not only the narrow task of identification of the new business line. Solutions prepared for VTB24 Private Banking made the basis for corporate style guidelines for VIP segment of retail customers for the whole VTB Group both in Russia and abroad.
Team: Project Leader — Dmitry Chernogaev, Design — Daniel Bondarenko, Layout and pre-press — Vladimir Dyomkin, Manager — Eugenia Lavrenyuk.