We performed comprehensive rebranding. On getting an insight into the bank’s products, we refined its marketing plan and conducted a psychographic segmentation of customers. We found out that credit cards and cash loans were the most viable services. Against this background, we came up with a new name and developed a new visual identity system with all the key elements, including informational and promotional materials, and the front face of branches. At the beginning of 2014, Forward Bank received a complete set of communication materials and at the year-end began to put it in place.