URAL BANK FOR RECONSTRUCTION AND DEVELOPMENT
For one of the Ural’s largest banks, Ural Bank for Reconstruction and Development (UBRD), rebranding became a necessary phase in its general development strategy. Shifting from corporate clients to consumer banking, expanding the network of branches and range of services (including innovative ones) and doubling the number of clients—all of these tasks demanded a radical facelift for the bank.
Mildberry became a strategic partner for the bank in its large-scale and long-term rebranding project. The UBRD was determined to walk away from the rational and rigorous image and to evolve into a friendly, and open-minded institution, which guides its clients through the world of finance.
The bank’s positioning was determined, comprehensive visual identity branches’ interior and exterior solutions were developed, including working out the brand’s technological and constructive elements in detail. It was the design and equipment in the renewed bank offices that had to serve for the consumer as a noticeable and convincing demonstration of the bank’s modernisation.
First of all, UBRD’s visual language was changed: a conservative logotype and bank markings are replaced by a completely new image – bright, open and friendly. The traditional name of the bank remains the same, but its positioning is adjusted. Bright colours and contemporary design solutions which are supposed to build and strengthen in the consumers’ perception an image of an open, clearly communicating and contemporary bank are used in its renewed visual style.