All in Design
Abstract design is usually, well... Just “abstract”. But while designing a new line of cards for Home Credit Bank, we wanted to have a unseen branding in the DNA of the designs. So we have taken the foremost representative of the brand, it’s logo, and created a series of cards with different expressions. The concept sees far than just trying to tell a single story and explores what's beyond the eye can see.
The copywriting is done by my good friend Ivan Dergachev and my ex-boss Mikhail Kudashkin on this one. Which uses Hokku.Hokku (発句 lit. "starting verse") is the opening stanza of a Japanese orthodox collaborative linked poem, renga, or of its later derivative, renku (haikai no renga).
Some of the OOH work done back in Leo Burnett Moscow. Copywriting by Ivan Dergachev.