'Collection' is a loyalty program for credit cards holders issued by the VTB24 bank, one of the largest banks in Russia. The program participants receive bonuses for their purchases which can be exchanged for excellent gifts.
The brand of VTB24 is traditionally perceived as a strict, professional, and pragmatic one. Still, the same perception would hardly be the advantage for a loyalty program.
The main task was to find and embody the new, lively, emotional, and attractive image of the program, but to connect it strongly with the identity of other bank communications.
A market research had resulted in the bonus program positioning: "The opportunity to fulfill your cherished dreams". Neat conciseness of the sign reflects the optimistical and simple character of the new brand.