FOR BIG GOALS

We rebranded a regional financial leader

Client: Ipak Yuli Bank
Category: Brand Strategy
Market: Uzbekistan
Lokals product: Brand Strategy, Branding & Rebranding, Go to Market, Communication Strategy
Scale: 12 cities of presence, 17 branches across the country, 2 years of partnership
Year: 2024-2026

01 / HOW IT LOOKED

Gallery of materials

02 / CHALLENGE

The business problem the client came with

We had to carry out a comprehensive rebranding and strategic refresh for Ipak Yuli Bank, which has been operating in the market since 1990. Our main goal was to modernize the visual code and positioning so they would reflect the new scale of the business, the bank’s technological ambitions and the current needs of the audience, without losing its historical heritage.

Business pain:

Transform the conservative image of a bank with a long history and make it relevant for the modern digital market.
Develop a flexible visual language that would work equally well everywhere: from the app interface to branch facades.
Unite the bank’s product, HR and ESG directions under one strategic and visual framework.

03 / SOLUTION

The approach we proposed

In close synergy with the bank’s in-house marketing team, we carried out a large-scale transformation at every level. We refined the positioning, developed the communication strategy and created a new identity, including the HR brand. The visual core was dynamic line graphics, symbolizing a modern approach and the bank’s transition to a new level. We also supported the brand throughout the entire integration stage: from branch design to the launch of campaigns and ESG projects.

04 / METRICS & RESULTS