We designed a new co-branded credit card for Russia’s MBRD bank. The corporate bank recognised the tremendous opportunity in the retail banking sector so MBRD needed a card that appealed to retail customers without annihilating their strong corporate banking base.

‘MBRD came to us because of our deep experience in the Russian Market and our brand redevelopment for Russia’s leading mobile operator MTS, the card partner. Once the positioning of the card was identified, we jumped into designing a card that would immediately get noticed,’ says Andrew Morris, a key member of the design team.

‘The card was designed for the premium market. While it needed to convey security and convenience, we also wanted it to celebrate life and the joys a little retail therapy can bring to those suffering Jet Set Fatigue.’We then embarked on creating advertising and promotions concepts for the March 2006 launch. The national campaign saw a marriage of two distinct brand positionings that celebrated a rediscovered optimism in the Russian psyche.