Pyjom identity

Alongside consultant Michael Wolff, NB we were asked to discover what made this bank different. It had already been given the English name ‘Life’ by another Western branding consultancy, but to a Russian speaker, ‘life’ is a meaningless phonetic sound. The branches of the Bank resembled Job Centers, with low-cost interiors, slightly slippery floors and no toilets. It needed to become visibly different from its competitors.

Collaborators: Jenny Bowers, Lucia Ganieva, Quick Heart,
Urban Salon, Dan Funderburgh and Michael Wolff.