Transforming a regional corporate bank into an approachable, retail-first financial service provider.
A major strategic pivot toward retail banking exposed the limits of an outdated visual identity and branch model built for corporate clients.
Ural Bank for Reconstruction and Development (UBRD) initiated a major strategic shift: transitioning from a corporate-focused bank to a consumer-oriented institution, expanding its retail network, and doubling its client base. To support this growth, UBRD needed to move away from a conservative image.
UBRD partnered with Mildberry for an end-to-end rebranding project to redefine its market positioning, modernize its visual identity, and transform its branch network of 550 locations into approachable financial hubs.
Uniting brand strategy, visual modernization, and spatial engineering to redefine customer touchpoints.
Mildberry re-engineered UBRD from the strategic foundation up, aligning internal positioning with high-impact physical and visual communication.
We developed a comprehensive brand strategy that shifted UBRD away from a distant corporate institution toward an open, consumer-centric partner. This strategic platform informed all subsequent identity work, service standards, and environmental designs, positioning the bank as a trusted guide through everyday personal finance.
We updated UBRD’s visual language around a modern "UB" monogram logo, preserving deep red for brand equity while introducing a flexible color system. This new palette was categorized into primary, secondary, and functional groups to improve readability and visual warmth across print and digital media.
We completely re-architected the branch footprint to eliminate physical barriers and streamline operations. The new layouts introduced dedicated client zones, including 24/7 ATM access, self-service portals, and comfortable waiting lounges, while integrating interactive touch panels and digital filing tools to reduce wait times.
A modern retail banking platform that raised customer experience benchmarks across the regional sector.
The strategic repositioning, updated identity, and functional spatial blueprint provided UBRD with a scalable model for its nationwide rollout across 550 branches – setting a new benchmark for regional consumer banking.