Visual Style Rabranding
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
All Projects
FreedomProject type
2022Project type
TBC - Visa PlatinumAdvertising / Art Direction / Retouching
SpookProject type
RaizomatProject type
Rural Development AgencyProject type
Stay at HomeTypography
Ice Tea - GurieliAdvertising / Art Direction / Retouching
Tbilisi ZooAdvertising / Art Direction / Retouching
LogosLogo Design
Metra - Stay HomeArt Direction / Illustration
Rugby World CupArt Direction / Retouching
Bank of GeorgiaProject type
AtchmatsunaLogo Design / Identity
CashBackArt Direction / Retouching
Metra ParkAdvertising / Art Direction / Retouching
John WrapLogo Design / Identity
Enterprise GeorgiaVisual Rebranding / Identity
TBC Bank - HelloArt Direction / Illustration / Retouching
Social Media MaskProject type
Inside OutPhotography / Retouching
EmptinessAdvertising / Art Direction / Retouching
Pirosmani PortreitIllustration
BIAFF - 9th Film Festival PosterAdvertising / Poster Design / Paper Craft
Galleria Tbilisi - Come On InAdvertising / Art Direction / Retouching
Metra Park - Decision is UP to youAdvertising / Art Direction / Retouching
Natakhtari - Tbilisi Beer FestivalCreative Direction / Illustration
Borjomi - Our Message To The WorldAdvertising / Art Direction / Retouching
ACT ResearchCreative / Illustration
Bank Constanta - LoansAdvertising / Creative Direction / Animation
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