Moskommertsbank

Repositioning and transformation

Today Moskommertsbank (MosKB) is a universal bank for SME, Retail Sales and Private Banking. The bank is the major and strategically important overseas asset of Kazakhstan based JSC Kazkommertsbank.

We played a major role in repositioning MosKB from a lending organisation to a self-sufficient bank. Through a programme of qualitative and quantitative research, we investigated perceptions of the brand and of competitors. From this analysis, we developed a strategic and conceptual vision based on openness & transparency. The focus is on addressing a real gap in the market for a different kind of bank – one that is more informal, friendly and attuned to customer needs, whilst still retaining traditional values of stability and authority.

The new brandmark demonstrates a sense of individuality and freshness of approach whilst acknowledging the relationship with the parent bank.

The raised O symbol acts as a dynamic signature and expresses the brand strategy of openness. This is reflected in the branch concept where the emphasis is on a warm, informative and service oriented environment.

The bank is undertaking a multi-channel roll out for the new brand and branch design.

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