Rebranding

Nadra Bank was one of the largest banks in the Ukraine but had little in the way of customer loyalty or recognition.

The Joneses were engaged to overhaul the bank’s identity for the first time in twenty years.

Working with the core project team and using consumer insight and market research to shape the new brand, our strategy was galvanised  by the meaning of the name which is “wealth from the soil”.

The identity’s visual direction draws it’s inspiration from Pysanky, an art form steeped in Ukranian history and tradition where iconic symbols and patterns are used to decorate eggs. We discovered that the poppy is symbolic of growth, beauty, warmth and wealth and also the beloved flower of the Ukraine.

The bright and friendly logo conveyed the openness and accessibility of the bank to its customers and the bespoke cyrillic typeface helped unify all the brand communications.

The results of the rebrand exceeded the expectations of the client. Just six months after launch, sales had increased by more than 100%, customer satisfaction had achieved its highest ever level, customer attrition had dropped by almost 30%, and the bank had won the Ukrainian “Brand of the Year”.

12 months after launch, brand awareness had increased by 75%.

What we did
Brand strategy / Brand identity / Brand communications: Typeface design / Advertising / Interiors / Literature / Uniform / Signage / Art direction