Pravylna Kartka — Kredobank Card Design

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Working at McCann Kyiv I was tasked to develop the visual style for a new main product for Kredobank, specifically a series of debit and credit cards — «Proper Card» bank product; along with supporting materials for it. The main target audience: young people and entrepreneurs living or working in Ukraine and Poland.

I decided to choose geometric patterns with the use of neon gradients as the basis for the visual style. Later the client selected my concept among others, and I continued working on the attendant materials.

The main requirement from the client for packaging design was the use of eco-friendly materials and simplicity in both manufacturing and usage. Therefore, I developed packaging constructions made from eco-cardboard that can be easily assembled and placed into a simple paper envelope. Thus, bank managers should be able to lay the card into the packaging themselves and seal the envelope.

Selecting the color schemes for the cards and packaging, I took into consideration the client's preferences and the semantic load. The primary debit card in the national currency is designed in shades of orange, as it is the main brand color. The credit card is styled in blue, which serves as an additional brand color. The following colors were chosen for bank cards in foreign currencies: Polish złoty — red and white, Euro — blue-violet, and US Dollar — green.

Dax Pro is the corporate font of Kredobank, and it is used in several styles in the design.
Calibri is an alternative font and it's used when Dax Pro cannot be applied.

Our team’s Art Director, Evgen Pavlovych, proposed an idea for the key visual: depicting people who represent the main target audience interacting with the product and geometric background elements. Subsequently, a photoshoot was conducted with models, and then I used this pictures in a series of posters that illustrate this concept. I also created layouts for various advertising mediums to compile them into a toolkit.
Concise visuals featuring the product were developed for use in layouts for additional print materials and web banners. Additionally, I made a sample of branding for promotional merch.

At the end of the project, together with the art director, I created an updated brandbook for new product, which included all materials related to the new style, examples of branding various mediums, as well as the key elements of brand communication. Detailed guidelines for layout creation were also established.

Designer: Denis Khramov
Art Director: Yevhen Pavlovych
Copywriter: Oleksiy Veduta
Project Managers: Olha Rozhankivska, Alyona Tkachuk
Account Managers: Ann Gogulia, Oksana Rakoid
3D, Motion, Case Design: Denis Khramov

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