Alfa-Bank is the largest universal private bank in Russia. For 30 years, it has been holding leading positions in all segments of the banking business.
Alfa-Bank is developing according to the phygital model, combining digital innovations with an efficient network of physical presence, which includes 498 offices, 900 cities and 27,900 ATMs.
Collect key visual, develop advertising creatives and make up landing pages
The Alfa-Bank team turned to us for design support. They needed to develop a key visual for a new advertising company. Promotion activities were planned to be carried out in several areas: lending, refinancing, investments, etc. Through the key image, we tried to convey the following message: “Alfa is a convenient, modern bank that is coolly adapted to different age categories.”
The client had a text for creatives, an understanding of the target audience and reasons codes - we completely selected the visual component. Alfa-Bank set a clear framework in advance: no clichéd images and everything that “drops out at the first request in stocks”. This is how we got the metaphor of height and freedom in landscape images, people from unusual angles, and the expression “non-Shutter characters.”
In addition to KV, the TSEKH team also developed onboarding updates for the bank's mobile application. For the new shared payment feature, we chose a black background and an abstract composition with bright graphic elements associated with bill sharing.
We used the same concept in advertising creatives and landing pages. Everywhere we tried to convey ease of use through minimalistic and recognizable images of familiar objects. When developing landing pages, we took red and light blue as a basis. The combination of these colors favorably complements each other and inspires confidence in the user.
Alfa-Bank has an extensive library of graphic elements - there we found icons for coins, wallets, watches, and arithmetic signs. However, we not only used and stylized the existing ones (made them transparent, changed the color, etc.), but also added new ones. Our 3D motion designer rendered several elements that were later included in the client's graphics library.
This is not the first cooperation with a large corporation - we were ready for approval in several stages. Thanks to the work in sprints, the client could see the finished result on the tasks within a week.