• Loading…


Award: Wood Pencil

Wood Pencil / Branding / New Branding Schemes for Large Business / 2010

‘Poidjom’ is a familiar, Russian phrase for a friendly, arm-around-the-shoulder, ‘let’s go’. This new name was the basis of the brand for an innovative Russian bank which aims to help ordinary people with their financial problems. This was not a conventional Western face-lift, but an authentic expression of everything Russians want a bank to be. This meant referencing traditional techniques and applying them in a modern and appropriate way. An illustrated cat was introduced as a familiar domestic reference, woven into lace patterns, and Russian murals were hand-painted directly onto the walls of the bank’s branches.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again