‘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.
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