Brand: TBI Bank
TBI Bank is headquartered in Sofia and provides financial services in Bulgaria, Romania, Germany, Sweden and Poland. The bank is highly focused on customers and small and medium enterprises.
TBI Bank has an ambitious goal to become a digital bank with a wide range of online solutions for consumer financing and SME lending.
And for this, in addition to creating appropriate banking products, the bank also needs to update the communication — to make it more humane and simpler to attract the attention of a new, younger audience.
To implement these plans, the bank decided to create a unicorn mascot. Bank chose unicorn as it is the personification of freedom, magic, life and joy. Fast, unique, and bold.
These are the qualities that TBI Bank strives to develop and improve.
We created 5 mascot ideas. All according to a creative brief, but different visually and in character.
The client chose the character of one, the design of the second and the name of the third. And it was one of the few cases where a combination of three concepts created something cool.
And now — meet Tibi!
Tibi is a member of the TBI Bank team. He is a super tech-savvy and is quite well versed in banking. But, most importantly, he understands who the bank's customers are and what they want.
Tibi is not afraid to say that he knows the business better than the big guys from the highest floor. He is not looking for someone's love and is not trying to please anyone. He is what he is: honest, open, cheerful, sometimes firm and ironic.
Tibi is a unicorn of the people who communicate with customers in simple human language, not the language of credit rates and bureaucracy.
Emotions of Tibi
Tibi is a pretty emotional unicorn. And he never hides his emotions and is not afraid to show off. So even if he may seem like a complete "badass" — most likely, you're right, because he can.
Tibi loves cool merch, as none of the working vocab is in it, the only fun and boldness.
And Tibi has his live logo.
In synergy with the client, we created a simple and clear tone of voice and guide for Tibi on how to communicate with a different target audience in different channels — the team and customers of TBI Bank.
If you will move to Bulgaria or Romania, now you know which bank to choose.
P. S. And our project was noted by Brand New / underconsideration 🦄
Agency — Grape
CEO — Iurii Gladkiy
Account Director — Olha Boyandina
Senior Account Manager — Maryna Martynova
Account Manager — Diana Buteshova
Strategy Director — Elena Golovatyuk
Strategyst — Oleksandra Tereshchenko
Сreative Director — Oleksiy Maksymenko
Senior Creator — Nata Tsvietkova
Creator — Oleksandr Malyk
Сreative Group Head — Ivan Holub
Art Director — Alisa Mezhenska
Designer — Olha Perepadia
Designer — Ihor Hanevskyi
Designer — Arman Enokian
Motion Designer — Andrii Liubchyk
Client — TBI Bank
Marketing and Communications Manager — Viktor N. Yankulov
Chief Marketing Officer — Karolina Sofronieva