Unibank
| Rebranding
Unibank is one of Azerbaijan’s leading private banks, focused on making financial services more accessible through a strong digital ecosystem and user-centered banking experience. Its platform combines everyday banking, online payments, card services, lending, and business tools into a seamless digital environment built around speed, simplicity, and convenience. The brand stands out with a modern approach to fintech, emphasizing mobile-first interactions, intuitive interfaces, and innovative financial solutions for both individuals and businesses.
ROLE
HEAD OF DESIGN
Unibank’s in-house team handled the identity refresh, and my role was to make sure the new brand direction could be translated cleanly into campaign-ready visuals across different touchpoints.
The old logo on the left was the typical bank style. Its muted grey palette and typographic style conveyed stability, formality, and reliability.
The overall vibe was professional and practical, focusing more on authority and mass communication than personal connection.
The new identity moved the brand in a more human and contemporary direction. Unibank got a distinctive logomark that made it stand out from the rest, and the brightest tone of orange made it feel warm and energetic. The new typography is softer and more approachable, which helps the brand feel friendlier, more optimistic, and in line with a digital-first customer experience.
“ Banking for Everyone ”
“ Your Bank ”
The old slogan, “Banking for Everyone,” positioned Unibank as a bank for the masses. It emphasized accessibility and inclusivity, but in a broad and impersonal way.
The new slogan, “Your Bank,” completely changed that relationship. Instead of speaking to everyone at once, the brand started speaking directly to each individual customer. It feels more personal, emotional, and customer-oriented, reflecting Unibank’s shift toward a more human, approachable, and experience-driven banking model.
↓ Case Video ↓
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Teaser Campaign
During the teaser campaign, we built communication around the message “Your Choice” to create curiosity and engagement before the rebrand launch. Through social media posts, citywide billboards, and comparisons between familiar alternatives, we encouraged people to think about the role of choice in their daily lives and how the right choices can improve comfort, save time, and better meet their needs. While the creative concept was developed by our copy team, I designed the campaign’s teaser banners and social media visuals, while also working closely with OOH vendors to ensure the strongest possible execution in public spaces. The campaign gained momentum through influencers and popular pages on social media, eventually drawing regular people into the conversation as well.
Launch Phase
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During the launch phase, we produced the main TVC to announce Unibank’s rebrand and introduce its new logo, slogan, and customer-first direction.
I worked as an art director and collaborated closely with the director and production team throughout the process, while also art directing the CGI elements in the film. Alongside the video production, I art directed the photo shoot so the stills could be used across billboards and social media, keeping the launch campaign visually consistent across every channel.
During video production, we also conducted
a photo shoot in the same visual style and setting as the TVC. I art directed the photographer and handled the retouching to ensure the images felt like still frames taken directly from the film. We then used these visuals across billboards and social media to keep the campaign visually consistent and extend the TVC’s story across all channels.
Radio Spots
We also recorded five radio spots, four built around the key themes of Desires, Needs, Comfort, and Time, plus a fifth general spot that captured the overall spirit of the campaign. All five followed the same tone of voice as the rebranding film to keep the campaign message consistent across every channel. I contributed to the production by helping shape the sound direction, participating in the recording process, and editing and mastering the final versions in Adobe Audition.
The bank that stands by your side to help you achieve new successes, renewed to make your aspirations a reality: Your Bank - Unibank.
The bank that understands your needs, renewed to provide what suits you best: Your Bank - Unibank.
The bank that knows the solutions to make your life easier, renewed to ensure your comfort: Your Bank - Unibank.
The bank that values your time, renewed to be by your side every step of the way: Your Bank - Unibank.
The bank that believes you deserve the very best, renewed to bring together the choices that matter to you: Your Bank - Unibank.
Product Campaign TVCs
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After the launch phase, we shifted the communication toward Unibank’s products and everyday banking experience through a sitcom-style TVC series built around twin sisters Aytaj and Aydan. Using humor, everyday situations, and the sisters’ contrasting personalities, the campaign introduced different services, features, and innovations in a relatable and entertaining way, reinforcing the idea of a more human, customer-oriented bank. As art director, I collaborated closely with the director throughout the process, participated in casting decisions, helped design one of the set pieces, and art directed the photoshoots and BTS videos to maintain a consistent visual world across the campaign.
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Social Media
To support Unibank’s digital-first transformation, we created a distinctive 3D hand character inspired by the way people interact with mobile banking. Since most banking services were being digitized through the app, the hand became a representation of the user, managing everyday financial tasks directly from their smartphone.
I participated in the brainstorming process behind the concept, art directed the 3D designer throughout its development, and worked closely with our copywriter to create social media concepts that turned the hand into a recognizable campaign character. Used across social media, it helped communicate products, features, and promotions in a simple, memorable, and engaging way.
We also created an interactive AR game to bring Unibank’s digital-first message to life in a fun and engaging way. Inspired by Novruz, one of Azerbaijan’s most important holidays, the game was built around the tradition of jumping over a bonfire, which symbolizes purification, renewal, and leaving negativity behind. In the experience, our 3D hand character jumped over the bonfire and obstacles such as “Order,” “Time Wasting,” and other symbols of traditional banking inconveniences that Unibank users can avoid through digital services.
The character was controlled by the player’s blinks, with each blink triggering a jump, creating a simple and intuitive hands-free interaction. To encourage participation, Unibank offered the latest Apple Watch as a prize for the highest score, a subtle reference to the brand’s belief in valuing customers’ time. I designed and built the game in Spark AR, developing the interaction logic and publishing it for both Instagram and Facebook mobile apps.
Overview
My Impact
This was the first large-scale rollout of Unibank’s new identity, so my focus was on making sure it worked properly in real campaign conditions. Across the project, I helped translate the new brand language into a system that felt consistent, practical, and confident at scale. My main contribution was ensuring the rebrand stayed visually coherent as it moved through different stages and formats.
What mattered most in my role was execution and management of the visual direction. I worked to solve the practical design challenges that came with applying a new identity for the first time at this scale, while ensuring the campaign remained one cohesive brand story rather than a collection of separate outputs. The result was a rebrand that could live consistently across digital, OOH, and video.