Zenit Brand Identity RU
Branding
Brand identity and marketing communications for a bank that helps everyday people get on the path to a better financial future in Russia.
The creation of the new brand
identity centres around Zenit
Banks' aspirational customers
who are keen to succeed and
progress in their lives."Being part of the Tatneft group is an important and
weighty argument in favour of the reliability and stability
of the bank for partners and clients with a wide range of
tasks in cooperation with the bank."
Alexey Kudryavtsev, Marketing Director Zenit
CampbellRigg harnesses creativity
Creating a new visual identity that stands out on the high street for Zenit Bank, while maintaining their iconic heritage.
A bank branch network, interior design, marketing and rebranding project for Zenit Bank, Russia. Zenit reassesses branch footprint/functions and how they will run their branches.
When Zenit Bank executives invested in our design services, they discovered the new concept was streets ahead of the competition.
Firmly oriented toward the future while also paying tribute to the past. Zenit wanted to engage customers with a new brand identity to confirm the reliability of the bank through the presence of the Tatneft shareholding.
Tasked with developing a new brand identity and multiple branch environments. Our creative team set to work to take Zenit to the next level of brand awareness. The management team had several key objectives beyond the purely functional design that were integral to the success of the project. The consistency of implementing the brand identity had been an issue for the client in the past.
The perception of the brand identity and company name scored poorly with customers and partners.
The awareness of the composition of shareholders was very low.
Zenit considers the Tatneft group shareholding an important and weighty argument in favour of the reliability and stability of the bank for partners and clients with a wide range of tasks in cooperation with the bank.
Being part of the Tatneft group of companies is a direct indicator of the reliability of the bank/ An issue not previously promoted and used by Zenit Bank.
The Solution:
Was to create a contemporary brand identity for customers to engage with the Zenit brand, whilst maintaining a business-like tone. The brand environment design seeks to reassure the customer that they are working with a reliable, forward-looking partner.
The new brand identity has
become a symbol of renewal,
supporting the transition to
customer-centricity whilst broad-casting an updated ideology."We don't go with the flow, but know where to go
next. We can say that we have set a course for
change, give a message to the market that we have
become an advanced and modern Bank".
Alexey Kudryavtsev, Marketing Director Zenit
"Campbell Rigg has taken the banks' brand and in-branch communications to new heights."
