The Renewed BSPB Premium Light Programme

Earlier, in 2020, the Brandson (TSN) agency carried out a complete rebranding of Bank Saint Petersburg. A strategy for the promotion and long-term development of the brand was developed. The bank’s image was significantly transformed. Honesty, a human touch in communication, visual elegance and verbal lightness became the priority. In its positioning, BSPB began to develop the image of a guide, a “genius loci”.

Bank Saint Petersburg is one of the largest banks in the North-West region of Russia and the third-largest bank in St. Petersburg. After the rebranding we carried out, the bank strengthened its position and continued its active development in St. Petersburg, Kaliningrad, Novosibirsk and Moscow. The bank’s assets are constantly growing – in 2023 the bank accumulated 97 billion in net assets. In 2022 BSPB posted a record-high profit of 47.5 billion roubles, and the bank’s shares rose by 39% since the beginning of last year, compared with an 11% rise in the MOEX index.

The company’s success needed to be consolidated in order to attract specific reference groups and increase its visibility in the market over the long term. Whereas Brandson had previously developed comprehensive development strategies for the entire bank, it was now time to rebrand the “Premium Light” banking programme.

The agency team conducted extensive market and target audience research to determine BSPB’s development trajectory. To create a unique and vivid positioning for the premium-segment programme, we developed verbal and visual attributes and a brand book. So that BSPB could use our work without difficulty, we adapted it to the key touchpoints.

A bank is not just a place for financial transactions but the client’s main ally in improving their quality of life.

In the course of the research, Brandson (TSN) specialists built a portrait of the target audience. Market trend data was similar to that of “Premium”, but the needs of the light segment turned out to be specific. Functional banking services are not enough for them – they need recognition. The bank should talk about them and take pride in its clients’ achievements.

Competitive analysis showed that communications were identical – all of them aimed at the premium segment. Light is therefore something new for the market, and we had to create a distinctive brand platform.

Brandson (TSN) strategists recommended that BSPB focus on recognising the client’s achievements, since an extended package of financial services is not a priority for them.

BSPB is a bank that sets the client apart from the crowd. It offers the opportunity to feel more important and significant than the average client.

Premium Light is no longer about functionalism but a powerful human brand. Thanks to the work done, a unique human-centric programme has appeared on the Russian market.

The concept is based on the circle. The shape reflects the ideal and perfection – the ultimate goal of BSPB’s clients. The elements of the circle are connected by lines, emphasising the dynamic character of the bank’s clients.

Brandson (TSN) designers chose marble as the key texture. The material perfectly emphasises the premium status of the programme, giving it an elegant and noble look. What is more, marble is the soul of St. Petersburg’s architecture.

The colour palette shapes a friendly image of premium quality. For example, soft beige conveys care, while emerald conveys purposefulness.

The slogan “Success Has a Sequel”, like all the verbal communications, reflects the dynamics of personal development. The client has a goal, and BSPB will pave a comfortable path to success!