Tochka HR Brand
Tochka’s HR communications used to rely on the bank’s main identity. To give them a distinct character, we developed a dedicated visual system connected to the parent brand. Inspired by living processes, it introduces movement, layering, and intentional imperfection.
Tochka brings together professionals from many fields, so we designed a flexible system with different levels of expressiveness to suit each team: vibrant and dynamic for IT and Sales, calmer and more understated for Support and Legal — all united by one cohesive visual language.
We reimagined Tochka’s key brand elements and introduced new visual tools: repetition and overlapping create movement and energy, Tochka Script becomes an outlined display element that adds attitude, new light blue accents set HR communications apart and strengthen the employer brand.
Creative Director
Stefan Lashko
Art Director
Ksenia Ovchinnikova
Lead Designer
Senya Afanasyev
Project-manager
Alina Kotlyachkova
Creative Director (Web)
Violetta Postnova
Art Director (Web)
Boris Karakayev
Web Design
Mikhail Ulybin
Semyon Zlotnikov
Project-manager
Ivan Matskevich
Case Study Art Director
Ksenia Ovchinnikova
Case Study Design
Alina Molchanova
Motion Design
Varvara Fomicheva
Text Editing
Katya Rudaia
Client
Tochka bank
Year
2025
Collaboration
Tochka Bank HR Brand Team
