Mybank — Case

Identity for Mybank

Task: bank rebranding, development of a new identity, website design and mobile app concept

Menu

Get in touch

Ru

Independence

The Sage

Intellectual, seeking truth and independence, striving for knowledge and growth. The Sage is like an experienced teacher you can always turn to for advice.

Examples of brands:
GeekBrains, Kaspersky, Audi, Philips, Dyson

Change

The Rebel

Unpredictable and self-assured, eager to draw attention, refusing to live by conventional standards and dull templates, ready to challenge everything around them. The Rebel is somewhat aggressive and assertive — you need energy to break the rules.

Examples of brands:
Tinkoff Bank, Harley Davidson, Diesel, Converse

Change

The Magician

Gives customers unique emotions, turns dreams into reality, and proves that limitations exist only in one’s mind. The Magician is charismatic, powerful, and tech-savvy.

Examples of brands:
Tesla, Apple, Xbox, Disney, Ozon, Dyson

Stability

The Caregiver

Always there to provide support in any situation, doing more than what’s expected. The Caregiver acts like a parent who loves their children unconditionally. Nurturing brands create a safe space and help customers feel protected.

Examples of brands:
Coca-Cola, Volvo, Dove, Johnson&Johnson

Brand archetype

To make such a large-scale rebranding, we conducted an analysis of the brand archetype — analyzed the unique image of Mybank, identified its key characteristics and images. The clearer the archetype and character of the brand is, the better it will be fixed in the minds of users, the clearer will be its development path.

Concept reference

The leitmotif of the concept was the unique national identity of the brand. We took as a basis the coloring inherent to Uzbekistan: its bright palette and complex ornaments that can be seen on the walls of mosques.

Care

Dynamics

Circle

Sun

Gratitude

Family

Accuracy

Movement

System

Associative field

Logo concept

The references for the logo are the shape of a circle, a symbol of the unification of people, and the sun, a symbol of the warm relationship of people holding hands. The clock mechanism is a symbol of stability, durability and quality.

Logo format

The basis of the final version is a circle as a symbol of people uniting. The logo resembles a circle of people holding hands and the sun that are symbols of warm and trusting relationships. The logo includes a ligature and a sign. Its design is based on a combination of a dynamic image and strict lines of text.

The logo is adaptable for horizontal and vertical formats, and the sign can be used separately, for example, in social networks and advertising materials.

Logo structure

The sign consists of five combined elements "MY" located on a circle at an angle of 36°. "M" and "Y" are formed from the basic element 1B at angles of 20° and 30° respectively.

1B - Width of the base element

Color palette

A unique color palette based on competitor analysis, was chosen to stand out among other banks, which favorably differentiates the brand from competitors.

Typeface

Typography

Main font

We use the Geologica font because it fits the concept best: it is soft and stable at the same time. In addition, the font is modern and sans serif. It is perfect for any purpose in digital, bank communications and will remain relevant in coming years.

3D Illustrations

We developed a series of illustrations for the Mybank website. We created them completely from scratch and made them three-dimensional, supporting the trend used by many modern banks.

Interior concept

Walls and floors in light colors, a turquoise ceiling and salmon-colored furniture are used to create a cozy and modern atmosphere. A minimalistic version with an emphasis on salmon is also possible.

Website

We have fully developed websites for legal entities and individuals, as well as part of the MyAuto platform. The interfaces are very "airy", and even a new user can easily navigate each page — all the necessary functions are at hand, and the functionality is intuitive.