Naming for Sberbank's Spasibo program

Overview
Task: to develop naming for a loyalty program.

For a long time, Sberbank has had its Spasibo program which gives bonus points to customers for each purchase made using the bank’s card. The points can be redeemed for gifts and discounts. In 2018, the bank decided to divide the program into four levels with different privileges.

We spent a lot of time thinking about naming for the new program and decided to keep the recognizable Spasibo name and enhance it with friendly adjectives for each of the new levels.

In addition to that, an individual color and mascot were developed for each level. For example, the logo of the first Spasibo is a green wallet.

Honey, how many bonus points do I have?
Elena Petrovna, the bank thanks you for every purchase by giving you points.

The mascot of the Bolshoe Spasibo is a piggy bank.

Hi. I got a text message saying I now have Bolshoe Spasibo instead of the regular Spasibo. What does that mean?
You moved up to the next level of privileges and now have access to new bonuses.

The symbol of the Ogromnoe Spasibo is a friendly elephant.

Igor, do you do your banking with Sber?
I’ve got Ogromnoe Spasibo from Sberbank.
You know me, I’m the most successful in our class.

The more bonuses the client is entitled to, the bigger the mascot. Which is why the highest level, Bolshe Chem Spasibo, is represented by the world’s largest animal.

Wow, you’ve got so many privileges!
Of course, that’s because I have a
Bolshe Chem Spasibo card from Sberbank.
Wow, you’ve got so many privileges!
Of course, that’s because I have a
Bolshe Chem Spasibo card from Sberbank.

art director

  • Pavel Gerasimchuk

creative director

  • Aleksandr Shtefanets

designers

  • Elena Zhalina
  • Anastasia Ageeva

editor

  • Aleksandr Nosikov

project manager

  • Lidia Popova
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