KASPI BANK: THE PRIDE OF KAZAKHSTAN
Kaspian Bank, the 6th-largest bank in Kazakhstan, which looks and behaves like in the times when Kazakhstan was a USSR republic. A market that is highly specific in terms of culture and politics, “authoritarian democracy” (sic!), domination of state-owned banks, somewhat “centrally planned”. Taken over by a strategic investor (Barrings Wostok), it aspires to become the best commercial bank in Kazakhstan.
Aiming to rebrand Kaspian Bank to transform it into a nationwide bank, we referred to the motif of petroglyphs familiar to every Kazakh, i.e. rock engravings that are the most numerous in Kazakhstan. We developed a system or modern petroglyphs and offered a revamped and shorter name of Kaspi Bank. We intensified the red that is the main colour of the traditional Kazakh bridal costume.
From the 6th bank in Kazakhstan, Kaspi Bank – Bank of Kazakhstan has become Kazakh 1st bank in terms of deposits and commercial loans.