Branding for “MIR” national payment service provider
Situation
A launch of a national payment service provider is a logical step in a country’s financial system development. State initiative targets emitting banks, local and global payment service providers, and customers in order to provide a high-quality service, fair and transparent financial conditions and overall system development.
Today non-cash payments in Russia are very unpopular. Regular person does not understand the role of a payment service provider. The majority of consumers do not know anything about payment services benefits and functions, and do not pay attention to the cost of a card usage.
Key opportunity for a new payment service provider is to become a market-uniting brand that becomes a leader in building a non-cash culture in Russia.
Task
Create and launch a new Russian payment service provider brand both relevant on the internal and external markets.
Solution
Brand’s mission is to create a product that will earn and keep consumers’ trust in a payment service provider. “Technology of trust” brand positioning reflects the mission and product benefits.
Name “Mir” (means “world” in Russian) was chosen in a public voting and perfectly corresponds with the brand objectives. It represents global plans of the payment service provider and at the same time communicates the idea that it is all about the people and their social interactions. Because we are the “world”.
Simple typographic logo has a symbol in it – a wing. It represents a global bird’s eye view of the world. The bird of peace is another possible association.
Visual identity is based on the simple forms – circles and rectangles. These forms have two association levels: they represent coins and bank notes, thus connecting the brand to financial services; at the same time, circles reflect planet Earth while rectangles are pieces of land on it.
Green and blue brand colors are traditional Earth and sky colors that are associated with the world we live in.
Together with the brand visual platform we developed bank cards design system, advertising and POS materials. All design standards are thoroughly described in a brand book that will be available to all acquirers.
We also created a communication strategy for the brand launch and for further brand communication development.
Project team:
Ilya Lazuchenkov Managing Partner
Vadim Igonin
Egor Myznik Creative Director
Alyona Sedyakina Art Director
Irina Vasilenko Senior Designer
Ellis Mughafarova Designer
Roman Urban Copywriter
Alisa Loginova Head of Client Relations
Anna Bolshakova Art Director
Sergey Chelyapin Designer
Alina Andreeva Project Manager
