Bank of Georgia

Visual Style Rabranding

My Role

Creative-Art Director / Designer

The new communication platform of Bank of Georgia after rebranding is all about audacity and contrast, being modern and consistently straightforward.

BOLD, AUDACIOUS and highly distinctive portraits of actual individuals ended up replacing the plot-driven images from the brand’s previous communication. The stocky new font now places greater emphasis on the brand’s confident, uninhibited image. It’s in your face, all around and never ever shies away from truly standing out in the crowd.

The single most powerful visual strategy to bring this new platform to life is certainly CONTRAST. By introducing this electric shade of violet into a predominantly orange palette of the brand brought vivacity, energy and a tasteful touch of expressiveness to the new look.

Modern generations are all about the edge and the perfection of imperfection. They disapprove of the somewhat cliche idealism of old-fashioned brand visuals and expect to see a reflection of themselves in communication from their brands of choice. I thought these millennial-friendly glitches would shake up the mundane status quo and give the brand a considerably more edgy, tastefully provocative look.

Finally, about HONESTY. The twenty-first century is all about being straightforward and consistently at that. Everyone’s equally fed up with meaningless promises and inevitable disappointment when actually stepping into an average branch of each bank. By introducing real characters with authentic and fun messaging, our team managed to add the much-needed feel of authenticity and dependability to the brand image.

CREDITS:

Client - Bank of Georgia
Art Director - Abesalom Kavelashvili
Designer - Sophia Antidze
Photography Supervisor - Abesalom Kavelashvili
Photographer - Vakhtang Alania (Kikala Studio)
Copywriter - Beqa Adamashvili