Rebranding of the bank guarantee service

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Get a stress-free bank guarantee!

Ukrainian entrepreneurship today is a real superhero, which continues to build the country's economy despite the permanent crisis due to the restrictions of COVID and now the war.

As the Ukrainian economy took a military turn, businesses began to gradually come back to life and reengineer their internal processes to adapt to the new realities. An essential part of this process was the tendering of contracts, which allowed companies to resume their activities and continue selling products and services to the state.

Modern tender purchases provide for the provision of bank guarantees to all participants in the competition. This is an important document, the preparation of which is quite stressful, since any failure of the bank or the customer can lead to a loss in the tender, and thus a purchase that is important for the company simply cannot take place. Participating in tenders during a war, when every purchase is important, undoubtedly means at least a doubling of this stress.

When UBIB asked us to rethink the positioning and communication of the bank guarantee service, we focused on developing anti-stress communication that emphasises the individual approach to customer service by creating the most convenient conditions for bank guarantees.

Thus, a new player appeared in the conservative banking market that promised to save the nerves of all bidders and provide bank guarantees stress-free, error-free, fast and where it is convenient for the customer - UBIB's Spokii bank guarantee service. We have emphasised our positioning by developing a new visual culture, as well as PR and communication strategies.

The idea of balance and peace of mind in working with Spokii is even reflected in the logo, where we declare that the bank customer will receive nothing but peace of mind by working with us. The color palette was chosen cold and calm, the main color - mint. In psychology, it is associated with calmness and balance and charges the thoughts with positivity and lightness in case of stress or fatigue. It is important to us that the color scheme of the project emphasises its proper perception. In addition, we have come up with a nice gift for all customers who will use the bank's new service - a tea made from Carpathian herbs, which will make every working day calmer, but no less productive.