BANK PEKAO S.A. - BRAND IDENTITY REFRESH

Creative idea

Bank Pekao S.A., an almost 100-year-old institution, was visually invisible to young adults. To become the 'Ultimate Ally for the World-Curious' which is a new brand positioning, we needed a radical visual overhaul. We found answer in bank’s history and it’s iconic 1957 Globe logo. We reimagined it through a high-contrast, 'in-motion' design system called the 'Global Grid'. This dynamic system, mirroring the fluidity of flight paths, was seamlessly integrated across multiple touchpoints: a complete digital identity overhaul, massive airport OOH takeovers, and ATL assets, transforming a corporate relic into a modern lifestyle symbol.

Brand name: Bank Pekao S.A.
Advertiser / client: Bank Pekao S.A.
Product / service: Banking
Campaign name: BANK PEKAO S.A. - BRAND IDENTITY REFRESH
Agency network: VML
Agency: VML Poland
Chief creative officer: Piotr Osiński
Creative director: Damian Kitowski
Art director: Natalia Sabolta, Oliwia Knez
Designer: Zofia Działkowska
Strategic planner / strategist: Paula Sołtysiak
Additional company: Grzegorz Karwowski – Creative Lead Justyna Harasimczuk – Motion Designer Robert Głuchowski – DTP Specialist Magdalena Brejnak – Managing Partner Bartosz Mazurek – Business Director Daniel Kucia – Business Director Patrycja Kapral – Account Manager Agnieszka Szady – Account Manager Jorge Sanchez – Head of Marketing Department Artur Brudnicki – Head of Marketing Communications Monika Gondek – Head of Sponsorships, Events and Brand Anna Hermel – Marketing Communications Team Lead Małgorzata Czerska – Brand Strategy Lead Antonina Lenkiewicz – Marketing Expert Andrzej Trybull – Marketing Expert Katarzyna Momot – Marketing Expert Karolina Gajdka – Marketing Expert