Georgia's Solo bank engaged a design firm in 2015 to redefine its brand identity and design new service and branch experiences. The goals were to engage new clients, differentiate the brand, improve customer growth and relationships, and generate cross-selling opportunities. The redesign focused on the brand positioning, visual identity, touchpoints, and branch design to enhance Solo's Georgian soul in a contemporary way and position it as the premium bank for mass-affluent clients.

1. Country: Georgia / Year: 2015
A new bank era:
the premium
bank SOLO

2. THE CHALLENGE
To create and deliver a soft
redefinition of the brand identity and
the new service and branch design for
SOLO in order to:
Engage new clients
Reflect differentiation and
reassurance
Improve customer base growth and
deliver one to one relationship
Generate cross selling
Create a new language and visual
communication
Be aligned to international standards
IMAGINARY
MOOD
FONTS
LOGO
COLOR
VALUES
CHARACTER
AND TONE OF VOICE
PROPOSITION
AND COPY
STORYTELLING
BRAND IDENTITY
SYMBOL
BRAND
PROMISE
BRAND POSITIONING
CORPORATE IDENTITY
BANK PRODUCT IDENTITY
- service system
- credit cards
BRANCH DESIGN
IMAGINARY
MOOD
FONTS
LOGO
COLOR
VALUES
CHARACTER
AND TONE OF VOICE
PROPOSITION
AND COPY
STORYTELLING
BRAND IDENTITY
SYMBOL
BRAND
PROMISE
BRAND POSITIONING
CORPORATE IDENTITY
BANK PRODUCT IDENTITY
- service system
- credit cards
BRANCH DESIGN
IMAGINARY
MOOD
FONTS
LOGO
COLOR
VALUES
CHARACTER
AND TONE OF VOICE
PROPOSITION
AND COPY
STORYTELLING
BRAND IDENTITY
SYMBOL
BRAND
PROMISE
BRAND POSITIONING
CORPORATE IDENTITY
BANK PRODUCT IDENTITY
- service system
- credit cards
BRANCH DESIGN
IMAGINARY
MOOD
FONTS
LOGO
COLOR
VALUES
E
PROPOSITION
AND COPY
SYMBOL
BRAND
PROMISE
D POSITIONING
CORPORATE IDENTITY
BANK PRODUCT IDENTITY
- service system
- credit cards
BRANCH DESIGN
Brand positioning and brand identity Brand visual identity Design touchpoints development

3. BRAND
REPOSITIONING
AND NEW
BRAND DESIGN
THE CLIENT
We have been engaged to innovate
SOLO brand dna and identity to better
compete in the market and catch new
clients.
Bank of Georgia, the leading bank in
Georgia based on total assets, offers
a broad range of retail and corporate
banking, investment management
and insurance services to its clients in
Georgia.

4. ENHANCING GEORGIAN
SOUL AND BOOSTING IT
IN A CONTEMPORARY WAY

5. SOLO
MASS-AFFLUENT
FRAMEWORK

7. The new corporate identity of Solo
is eye catching and memorable.
Research has allowed us to reach a
visual solution, that through its soft
form, remembers Georgian letters as
well as gives a premium character to
logo.

8. A great impact with luxury lifestyle
products delivering you a sense of
precious and exclusivity look and feel.

10. NEW BRANCH
DESIGN
The premium bank, SOLO.
We didn’t create a bank.
We revolutionary the bank and its way
to compete in the market.

11. SOLO FEEL
THE FUTURE

12. SURPRISE
the customer,
even from the
window branch,
is attracted and
invited to enter
the customer is
always welcomed at
the reception desk and
he is invited to sit at
one location
the customer is involved
in the discovery of SOLO
banking and lifestyle
products when the
consultant comes to him
the level of privacy is
always guaranteed
thanks to several
solutions designed for
the customer
REASSURANCE ENGAGEMENT PRIVACY
THE NEW SOLO PREMIUM
CUSTOMER EXPERIENCE
ZONING CONCEPT

15. The concept of SOLO is more than a
bank, it is a status symbol.
It is not a bank that customers need
but the one they want.