Joint-Stock Bank Design & Branding THE BIG PICTURE by Joint-Stock Bank Master-Bank

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THE BIG PICTURE

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Industry Banking & Financial Services
Media Design & Branding
Market Russia
Agency Joint-Stock Bank Master-Bank
Creative Director Olga Tsipenyuk
Art Director Anatoly Gusev
Released December 2010

Credits & Description

Category: Calendars
Advertiser: JOINT-STOCK BANK "MASTER-BANK"
Product/Service: JOINT-STOCK BANK
Agency: JOINT-STOCK BANK MASTER-BANK
Date of First Appearance: Dec 15 2010
Entrant Company: JOINT-STOCK BANK MASTER-BANK, Moscow, RUSSIA
Entry URL: http://www.kommersant.ru/Doc/1562880
Chairman Advisor of Marketing and External Relations: Yegor Altman (Joint-Stock Bank "Master-Bank")
Head of Marketing: Irina Koshurnikova (Joint-Stock Bank "Master-Bank")
Art Director: Anatoly Gusev (Kommersant Publishing)
Creative Director: Olga Tsipenyuk (Kommersant Publishing)
Photo Service Director: Eddie Opp (Kommersant Publishing)
Proofreader: Yury Dyakonov (Kommersant Publishing)
Media placement: Calendar - Mailing Partners, As A Corparate Gift - 15.12.2011

Describe the brief from the client
‘The Frame Selection’ gives the unique opportunity to learn the something interesting and new about Russia. To our mind the calendar`s photographs look like a special mirror of Russian history. Every week of the calendar is about one person of Russian politics, business, or cultural life. This person from the calendar’s picture has determined the face of New Russian history.
Master-Bank was established at the end of 1992. Kommersant publishing house has a twentieth birthday too. We both are peers of Russian New way. This project, our attitude to it, is an alternative point of Russian history during 20 last years.

Describe the challenges and key objectives
'The Frame Selection' gives the unique opportunity to know the something interesting and new about Russian. To our mind the calendar`s photographs look like the special mirror of Russian history. Every week of calendar is about one person of Russian political, bussines, cultural life. This person from calendar`s picture have determined the face of New Russian history.
Master-Bank was established at the end of 1992. Kommersant publishing house has the twentieth birthday too. We both are peers of Russian New way. This project – our attitude to it. The calendar is an alternative point of Russian history during 20 last years.

Describe how you arrived at the final design
Basic design concept: balance and contrast. On the one side - austere grid style of and black-and-white background, reportage style of photographs and the unconventional idea – on the other side. All 53 photographs are from the six millionth Kommersant publishing house Archives.

Give some indication of how successful the outcome was in the market
Our calendar became a winner of:

-The 4th all-Russian contest 'The corporate calendar-2011'

-The all-Russian contest 'The best corporate media -2011'.